Here's What To Know About Genius Litter From Shark Tank

Of the countless businesses pitched on "Shark Tank," pet products have proven to be exceedingly popular. The Aquapaw Pet Bathing Tool was just one deal-worthy hygiene product, and K9 Masks proved useful for pet owners who live in areas affected by wildfires. Even Plufl made waves with its dog beds for humans. Now, Genius Litter hopes to be the next pet-centric company to make a deal on "Shark Tank."

Signs of illness can elude even the most health-conscious individuals. It can be even harder to tell when a pet is sick. Genius Litter exists at the nexus of pet care, healthcare, and tech by monitoring the health of felines. The litter changes into one of five colors if it detects health issues via a change in pH, alkalinity, or other determining factors. Genius Litter is also eco-friendly and provides advanced odor control.

Here is what you need to know about Genius Litter before it makes its "Shark Tank" debut on February 5.

Ramon Van Meer was inspired to create Genius Litter when his own cat, Quinsel, almost died due to a sudden and nearly undetectable urinary tract infection. Van Meer strived to find a product that could function as preventative pet care, especially for cats, who are famously stoic even under duress. He launched Genius Litter under the umbrella of his company Alpha Paw, which designs a range of pet products.

Genius Litter covers all of the kitty litter basics — the litter is odor-free, clump-free, and it can be disposed of in the backyard without emitting any suspicious chemicals. The litter's silica crystals also detect irregular levels of blood, bilirubin, or alkaline in cat urine, with the crystals changing to a corresponding color for easy detection. Genius Litter retails for $24.99 for a 6-pound bag, or customers can buy the health monitoring formula to sprinkle on the litter mix of their choosing. The company also sells a health-monitoring pee pad for dogs.

"With so many litter options on the market, it can be easy to forget that the health of your pet is the main priority," Van Meer said in a press statement, as reported by Pets+. "Genius Litter puts substance over style so cat owners can monitor and address potential health warning signs before problems become life-threatening."

Genius Litter isn't the only health-monitoring litter on the market, as companies like PrettyLitter and Fresh Step offer similar products. However, Genius Litter's mission is uniquely philanthropic. Fostering community among pet owners is critical to Ramon Van Meer, and his company has partnered with a number of local shelters in the Las Vegas area, donating more than $100,000 worth of food and supplies to a dozen shelters. For every bag of litter sold, Genius Litter donates ten meals to a pet or shelter in need.

"Pet wellness is our number one priority, closely followed by minimizing waste and feeding shelter cats in need," Van Meer continued in the same press statement. "I'm happy to say that we've created a product that addresses all three."

As Genius Litter grows, Van Meer hopes to strengthen the company's philanthropic outreach. Receiving "Shark Tank" funding could set Genius Litter on the path towards that goal, making them the pet care equivalent of the best-selling Bombas that received backing on "Shark Tank" in 2014.

When Ramon Van Meer steps into the Shark Tank, he will be in like-minded company. Van Meer is a self-described serial entrepreneur who caught the business bug at the age of 18. "Many failed but had some home runs," he told GoSolo by Subkit. "I love the challenge of starting a business and figuring out how to scale the business; that is really what I am passionate about."

Van Meer found success buying websites cheaply, retooling them, increasing traffic, and selling them for much larger sums. Most notably, Van Meer started a blog about soap operas, recognizing the genre's huge output and rabid fanbase. He ultimately sold SoapHub.com for just under $9 million. In 2018, Van Meer bought Alpha Paw — a website that sold ramps for dogs — for roughly $450,000. He took over all of the company's assets and turned the rickety website into a well-oiled machine, thanks to switching to tools like Shopify, Google Ads, and Mailchimp. As of 2021, Alpha Paw has earned over $35 million in revenue.

Van Meer is applying that same business acumen to Genius Litter, which operates under the Alpha Paw umbrella. Genius Litter is available nationwide at PetSmart. The help of a savvy Shark would only increase Genius Litter's fast-growing reach.