90-Day Category Leader: Custom Hybrid Cat Litter for a Malaysian Startup Brand

Client Background

A Malaysian startup was preparing to launch its own cat litter brand. In Malaysia’s year-round hot and humid climate, consumers are extremely sensitive to dust, yet they refuse to compromise on fast and rock-hard clumping. At the same time, as a new brand, they needed to keep retail pricing competitive without sacrificing margins. They told us: "We want a hybrid litter that feels almost dust-free, clumps instantly, controls odor perfectly, and still gives us healthy profit — something so good that customers feel they've finally found 'the perfect litter'."

Hengjie Custom Formula

• 60% in-house produced tofu granules

• 35% in-house crushed bentonite

• 3% in-house SAP deodorizing granules

• 2% in-house zeolite granules

Because we manufacture every single raw material on our own dedicated production lines, we eliminated all third-party markups, maintained 100% batch-to-batch consistency, and could fine-tune the ratio to 0.1% precision at no extra cost.

Lab-Verified Performance

• 350% water absorption rate

• 99.99% odor control

• 99.75% dust-free

• 1-second fast clumping

Client Feedback

"After launch, customer response has been extremely positive. Repeat purchases are very strong and the product has quickly become one of the most popular choices in our range. The formula guidance and multiple free samples from Hengjie were exactly what a new brand needed to succeed."