Montreal-based Angel Care Group is planning to build on its growing pet-care business by expanding its Litter Genie product line and pursuing new retail opportunities, CEO Rahul Sharda says, as the company moves toward a broader ecosystem of products for cat owners.
The company recently expanded its Litter Genie offering with a new litter-and-refill program through Quebec pet retailer Mondou and Ontario’s Ren’s Pets. The program pairs Litter Genie litter with a refill of disposal bags, extending a product ecosystem that already includes litter boxes and waste-disposal pails.
“We’re the only brand that has the entire ecosystem,” Sharda said in an interview. “Every time they buy litter, they get a bonus refill inside the litter.”
The company has also been expanding its global operations, including a new 130,000-square-foot packaging and distribution centre in Milton, Ont., which Angel Care says is intended to support future growth.
The most overlooked problem in cat ownership
Sharda said Litter Genie has been solving the most overlooked problem in cat ownership for over two decades — what happens after the litter box.
“We invented the category of enclosed cat waste disposal, an inspiration from our flagship Diaper Genie brand for babies, and we’ve never stopped innovating inside it. Today we’re the only brand in the world that offers a complete, system-designed solution: the litter, the litterbox, the pail, and the refill — all engineered to work together,” he said.
“That matters because cat parents don’t want to think about waste management. They want it handled simply, cleanly, and without odour breakthroughs. That’s exactly what Litter Genie delivers. We’re a brand that earns loyalty quietly – once a cat parent switches to a complete Litter Genie routine, they rarely go back.”
The recent launch at marked the Canadian introduction of the Litter Genie complete cat waste management ecosystem.
“The inspiration came from a clear consumer signal: cat parents told us they were tired of mixing and matching products from different brands that were not designed to work together. We solved that,” explained Sharda.
The Mondou customer is exactly who this program is designed for – an engaged, informed cat parent who does the research and wants the best solution, not just the cheapest one. It allowed Litter Genie to ensure the consumer education around the ecosystem is done properly before it will scale the program further.
“When you are introducing something genuinely new to a market, the retail partner matters as much as the product itself. Mondou’s ability to tell a story at shelf and through their staff – not just push volume – made them a clear choice,” added Sharda.
“The odour management bar has risen considerably. When we conducted comparative testing against the leading competitive litter, Litter Genie Light showed zero detectable ammonia levels within minutes – while the competitor was still registering at +20 minutes. That is not incremental improvement; that is a different category of performance.
“And it matters because the trend we are seeing is that cat parents in condos and urban homes have zero tolerance for any breakthrough odour. Convenience is table stakes now. Performance differentiation is where the category conversation is moving. Beyond odour, we are seeing a clear shift from product-by-product purchasing toward integrated routines. Cat parents want solutions that work together seamlessly. That is precisely why the ecosystem model – litter, litterbox, pail, refill from one brand – resonates so strongly right now.”
Cat parents are sophisticated buyers
Cat parents are more sophisticated buyers than they were five years ago. They read reviews, watch unboxing content, and arrive at purchase decisions with genuine product knowledge. That means vague claims do not work anymore – they want to see proof, said Sharda.
“Litter Genie’s response to that is to build products that demonstrate their value clearly and quickly. The Easy Roll pail mechanism, the odour absorption performance of the litter, the refill system – these are things you can see and measure, not just marketing language. Our innovation philosophy is: if we cannot explain why a product is better in one sentence, we have not solved the right problem. That discipline has shaped everything from product design to how we communicate on shelves and in digital channels.”
He said Canada is a key market for Litter Genie, and the recent launch reflects its commitment to continuing to invest in innovation and category leadership.
“We see significant opportunities to deepen engagement with existing users while introducing the brand to new cat-owning households. By expanding beyond disposal solutions and creating more complete pet care ecosystems, we can deliver greater value to consumers and strengthen our position within the cat care category,” explained Sharda.
“Beyond the Mondou program specifically, we are committed to deepening engagement with existing users while meaningfully introducing the brand to new cat-owning households who have not yet discovered what a complete Litter Genie system delivers.
“Quebec punches above its weight in pet specialty retail. The penetration of pet specialty as a channel — relative to mass — is higher in Quebec than in most other provinces, which means the Mondou customer already self-selects for exactly the kind of informed, quality-oriented buyer this ecosystem was designed for.
“We also have strong existing brand recognition and an established relationship with Mondou in this market, which makes it the right geography to take a calculated bet on a new category concept. You do not introduce a market-redefining product in a market where you are starting from zero.
“More broadly, Canada has a growing and highly engaged pet-owning population — one that views pets as family members and is willing to invest meaningfully in products that improve quality of life. That consumer mindset aligns directly with what Litter Genie stands for.”
The opportunities for innovation and growth
Sharda identified three areas as the biggest opportunities for innovation and growth in the cat care category.
“First, the performance credibility race. As consumers get more sophisticated, the brands that can back their claims with real, independently verifiable data will take significant share from those that cannot. We are investing there, and the ammonia testing work is one example of that commitment.
“Second, the shift from products to systems. The integrated ecosystem model is just beginning to play out in pet care, and the brands that architect those systems now will be genuinely difficult to displace later. We have a meaningful head start in cat waste management, and we intend to extend it.
“Third, Canada as a category incubator. We believe there is a real opportunity for Canada to be the market where new formats in pet care get defined before they go global. The Mondou Easy Roll program is the first chapter of that story for Litter Genie. We expect it will not be the last.”
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