Packaging's Dirtiest Job — BP&O

Cats don’t care about any of that. In one recent study they chose clumping clay first, followed by wood and paper litter. Most adult cats also prefer plain, unscented litter, while the shelves continue to fill with fragrances sounding like limited-edition candles.

“Fresh Linen” is a lovely idea. To a cat, it’s probably an aggressively scented bathroom they didn’t ask for.

We are, after all, buying sustainable, low-dust, odour-locking, antibacterial, hypoallergenic, kitten-safe, multi-cat, lavender-meadow litter for an animal that may reject it because the granule is slightly too big. Brand purpose isn’t going to persuade a cat into the tray.

Packaging brings its own problems. The bag has to survive being hauled from shelf to car to cupboard without splitting, keep moisture out, pour without covering the floor in dust, reseal properly and preferably not resemble something you’ve picked up from a builders’ merchant.