Australian-founded pet brand Michu has generated over $10 million in revenue since its launch in April 2022, selling over 2 million bags of tofu cat litter and expanding distribution from Australia into major U.S. retailers like Walmart, Petco, and Chewy. The brand aims to modernize the cat litter market, which has traditionally been dominated by clay-based products. The company was recently recognized as the #1 Smart50 Company, a major honor that recognises the fastest-growing and most innovative Australian businesses. Michu's rapid rise reflects a shift towards thoughtful, high-performing pet care staples.