Fresh Step puts designer scents in litter, starting at Walmart.com

Fresh Step is selling cat litter with a perfume story, and Walmart gets it first. Fleur de Purr, a 20 lb clumping clay litter in two designer-inspired scents called No. 9 and No. 27, carries a $20 list price and is sold exclusively on Walmart.com starting November 4th, 2026.

Walmart stores add it on December 26th, 2026, and the company said national availability follows in April 2027. Fresh Step, based in Oakland, California, is a Clorox brand. Its own site lists Fleur de Purr as a registered trademark of The Clorox Pet Products Company.

Fleur de Purr pairs perfume-style scents with 30-day odor control

No. 9 is described as "inspired by the viral santal obsession," opening with soft woods, then violet leaf and warm cardamom. No. 27, billed as "Brazilian sunshine in a box," layers golden amber, cashmere and soft florals. Fresh Step calls both lightly scented.

The odor claim rests on carbon. Fresh Step said the litter has four times more activated carbon than Fresh Step Odor Shield and delivers 30 days of odor control when used as directed. The scent sits in starch-based capsules that open with moisture and movement when a cat steps or scratches. The litter is low dust, forms tight clumps and works in automatic litter boxes, according to the company.

"Cat parents put thought into making their homes feel and smell luxurious, and the litter box shouldn't be the exception," said Deb Crandall, Marketing and Innovation Lead for Fresh Step. Fresh Step said every fragrance goes through a safety assessment that follows International Fragrance Association standards, with toxicologist review.

A $20 carton prices Fleur de Purr above Fresh Step's core shelf

By our math, the $20 list price on a 20 lb carton works out to $1.00 a pound. Walmart's Fresh Step page lists the Clean Paws Multi-Cat 22 lb box with Febreze freshness from $19.83, about 90 cents a pound, and the unscented Simply Multi-Cat 22 lb box at $12.97. Fleur de Purr costs more per pound than either.

Outside the Fresh Step family, Chewy lists Tidy Cats 4-in-1 clumping litter at $18.97 for a 35 lb pail. At the other end of the price range, Whisker sells its clay litter at $30 for 20 lb on its own sites, as we reported when it spun the litter out as a standalone brand. Fleur de Purr lands between those two price points.

Walmart gets the scents first and rivals get a deadline

For Walmart's cat buyers, the exclusive window gives the retailer a premium-scented item ahead of the national rollout in April 2027. For rival litter brands, the question is how a fragrance story plays on a shelf where most of the pitch is about odor control and price per pound.

Retail buyers at other chains have a date to plan around. The company said the litter will be available nationally in April 2027, so a scented premium tier from Fresh Step reaches their shelves after Walmart's.

Fresh Step has not said whether more fragrances will follow the first two. The next data points are Walmart store shelves on December 26th and the April 2027 national listings.

Source: Fresh Step via PR Newswire