As pet ownership continues to evolve, so do the expectations surrounding everyday essentials. For many modern households, convenience, cleanliness, and thoughtful product design are no longer optional—they’re expected. Enter Petkinns, a U.S.-founded brand aiming to rethink routine pet care through innovation, starting with its flagship product, SOYSAND™ tofu cat litter.
A Mission Rooted in Everyday Improvement
Founded in 2024 by Kirk Iwasaki, a fourth-generation Japanese American product design engineer, and Lucas Tang, a Vietnamese American manufacturing and supply chain specialist, Petkinns was built on a simple but impactful idea: improve daily living by enhancing the products people already use, but with a twist.
Rather than asking consumers to adopt entirely new habits, Petkinns focuses on creating solutions that fit seamlessly into existing routines. Their mission reflects this philosophy—designing cleaner, healthier, and more convenient pet products that support better home environments without added complexity.
This approach is especially relevant for busy households that view pets as family members and prioritize both comfort and cleanliness in shared living spaces, and packed schedules.
Reimagining Cat Litter with SOYSAND™
SOYSAND™ represents Petkinns’ first step toward delivering on that mission. At its core, the product rethinks traditional cat litter by combining familiarity with updated materials and performance-focused design.
Unlike many alternative litters that require cats (and owners) to adjust on some level, SOYSAND™ is intentionally crafted to resemble traditional clay litter in both look and feel. Its small, crushed granules mimic the texture cats, and cat parents are accustomed to, which can help support a smoother transition without disrupting established litter box habits and behaviors.
At the same time, SOYSAND™ introduces a different material composition. It is made from the byproduct of food-grade tofu production, offering a plant-based alternative to conventional clay. The product is also sustainable and biodegradable, aligning with the growing demand for more environmentally conscious household items.
Designed for Compatibility and Convenience
Tofu-based litter has been widely used across Asian markets for over a decade, earning a strong reputation for its ability to form solid clumps, control odor effectively, and produce minimal dust. Despite these benefits, traditional tofu litters have often struggled to gain traction in the U.S., largely due to their pellet shape, which can feel unfamiliar to both cats and their owners.
SOYSAND™ builds on the proven foundation of tofu litter, but reimagines it for the U.S. market. It’s designed to deliver the same trusted performance, while introducing a texture and format that feels more natural for cats and cat parents, already accustomed to clay litter.
One of the key differentiators of SOYSAND™ is its ability to be truly “plug and play”. Many natural litters require specific setups or behavioral adjustments, which can be a barrier for cat owners. SOYSAND™, however, is designed to work seamlessly with existing litter boxes and routines.
Its clumping performance is another notable feature. The litter forms tight, long-lasting clumps when exposed to liquid, making it easier to scoop and maintain cleanliness in the litter box. This can help streamline daily maintenance, and even allow for more flexible cleaning routines, particularly for busy households.
Additionally, the small granule texture supports familiar scooping and sifting behavior, reinforcing its position as a true drop-in upgrade for those accustomed to clay litter, offering a cleaner, more eco-conscious option without added hassle or risk.
Focus on Cleanliness and Home Environment
For many pet owners, managing odor and maintaining a clean living space are top priorities. SOYSAND™ leverages the natural properties of soy-based materials, which are more absorbent and slightly acidic compared to some other litter materials. These characteristics naturally help neutralize ammonia from cat urine, addressing one of the most common concerns associated with litter boxes.
The product is also designed to be virtually dust-free with minimal tracking. Traditional clay litters are often associated with airborne dust and scattered particles outside the litter box, which can impact both cleanliness, comfort, and health. By minimizing dust and reducing tracking, SOYSAND™ aims to support a tidier and healthier home environment.
Product Options for Different Preferences
SOYSAND™ is available in both oatmeal-scented and unscented variations, allowing cat owners to choose based on their household preferences. It also comes in multiple bag sizes, offering flexibility depending on usage needs and the number of cats in the home.
This range ensures that the product can accommodate a variety of living situations, from single-cat apartments to larger, multi-cat households.
Building the Future of Petkinns
While SOYSAND™ is the brand’s flagship product, it represents just the beginning of Petkinns’ broader vision. The company plans to expand its product line with additional pet care solutions designed to integrate seamlessly into daily routines.
By focusing on thoughtful design, material innovation, and user-friendly functionality, Petkinns aims to continue developing products that enhance the pet ownership experience without requiring major lifestyle changes.
A Modern Take on a Daily Essential
Petkinns’ approach reflects a growing shift in consumer expectations—where performance, convenience, and environmental consideration are all part of the equation. With SOYSAND™, the brand introduces an option that blends familiarity with innovation, offering a modern take on one of the most routine aspects of cat care.
For households seeking solutions that align with a clean, comfortable, and efficient lifestyle, products like SOYSAND™ show how traditional standards can be reimagined. After decades of clay dominating the category, it’s a reminder that even the most established essentials can evolve.
Written in partnership with Tom White
