PrettyLitter Debuts “The Kitten Project” to Boost Cat Adoptions
MARKETING
PrettyLitter.
PrettyLitter is taking its commitment to feline health beyond the litter box with The Kitten Project, a national initiative sponsoring adoption fees for 500 cats across the United States. The program, which runs through June 30, 2026, will reimburse up to $200 in adoption fees for individuals and families who adopt cats from shelters and rescues.
The Nashville-based company, recently named a USA TODAY Most Trusted Brand 2026, announced the philanthropic effort as one of its largest to date. Despite its name, The Kitten Project welcomes cats of all ages, from playful kittens to senior cats and shy wallflowers that often get overlooked in shelters.
Mutual Benefits of Feline Companionship
The initiative comes backed by research demonstrating the profound impact cats have on human wellness. According to a recent survey of pet owners in the United States conducted by Mars and Calm, the mental health benefits of cat ownership are substantial.
The findings show that 82 percent of cat owners report their cat has had a positive impact on their mental health. Stress relief proved significant, with 73 percent of owners saying their cat helps them relax. Perhaps most telling, 64 percent would prefer to spend time with their cat when feeling stressed, compared to just 32 percent who said the same about their partner.
The research also revealed cats' role in promoting digital wellness. Sixty-eight percent of owners credit their cat with encouraging them to step away from screens or phones, with 44 percent reporting this happens at least daily. Additionally, 69 percent of respondents say their cat helps them stop overthinking or worrying, with 43 percent experiencing this benefit at least daily.
How to Participate
"At PrettyLitter, our mission has always been to help cats live longer, healthier lives," said Jessica Hauff, General Manager of PrettyLitter at Mars Pet Nutrition. "With The Kitten Project, we're expanding that commitment, helping more cats find homes and more people experience the joy, comfort, and connection that comes with welcoming a cat into their lives."
Pet parents who adopt a cat from any rescue or shelter between April 6 and June 30, 2026, are eligible to enter. The company has integrated a shelter locator at prettylitter.com/free-kittens to help prospective pet parents find adoptable cats nearby.
After adopting, participants can apply by submitting their information and adoption paperwork for validation at the same website. Five hundred winners will be selected on July 15, 2026, and notified via email.
The sweepstakes is open to legal residents of 47 states and the District of Columbia, excluding Florida, New York, and Puerto Rico.
Supporting Long-Term Cat Health
Selected participants will receive more than just fee reimbursement. Each winner gets a free six-pound bag of PrettyLitter, giving new pet parents immediate access to the brand's signature health-monitoring technology.
PrettyLitter's color-changing crystals can help detect early signs of potential health issues, including urinary tract problems and kidney disease. The technology transforms the litter box into a simple monitoring tool, providing actionable insights before symptoms become serious.
About PrettyLitter
PrettyLitter created what it calls the World's Smartest Cat Litter, using innovative color-changing crystals to detect early signs of potential urinary tract issues, kidney disease, and other common health concerns. The company has built its reputation on giving cat parents actionable health insights before symptoms become serious.
The Mars and Calm research referenced was conducted by YouGov Plc between February 19 and March 31, 2025. The total sample included 31,299 adults across 20 markets, with 3,748 respondents in the United States. The cat-specific data comes from 1,856 American cat owners aged 18 and older.
For more information about The Kitten Project and to find adoptable cats, visit prettylitter.com/free-kittens.