I discovered this litter about a month ago, while on a quest to find the best natural litter product. I'll be attending the Global Pet Expo in a couple of weeks so I may have more to add, but so far, this is my favorite! There are two things that make it superior to other natural litters: clumps and odor control. I was having a problem with Tidy its 24/7 sticking to the cat's feet, and I was worried about them ingesting the litter while trying to chew it out. I haven't seen and litter stuck to feet thus far with the sWheat Scoop brand, and because it's natural, I worry less about them ingesting it.