Best Fur Forward is an Australian CAT-care brand founded by a Sydney-based Vet with a clear mission: to solve the everyday frustrations cat parents face with traditional cat litter. Smell that lingers even after scooping. Dust that settles on floors and lungs. Heavy bags, messy tracking, poor clumping, and products that promise results but fail to deliver.

Our hero product, MATCHA Plant-Based Clumping Cat Litter, was developed after testing more than 30 tofu litters and finding none that truly worked in real, multi-cat homes. MATCHA delivers powerful, reliable complete odour control through performance not perfume. It contains no added fragrances, artificial scents, or harsh chemical additives. Instead, tight, fast-forming clumps lock in waste, making daily cleaning quicker, cleaner, and far less stressful.

MATCHA is made from upcycled plant-based materials and packaged in premium, home-compostable packaging, reducing landfill without compromising performance. Its low-dust, low-tracking formula supports cleaner floors, cleaner paws, and a calmer home environment. Designed for indoor cats, kittens, and busy households, MATCHA lasts longer, wastes less, and delivers better value over time.

Best Fur Forward exists to raise the standard of cat litter by combining Vet-led development, honest performance, and thoughtful design. Because caring for your cat shouldn’t mean tolerating smells, mess, or unnecessary waste. Small change. Big impact. One tray at a time.