The activated charcoal "absorbs cat box odor from the air and gives you a virtual odor-free environment," said Pat O'Brien, president of First Brands' petcare business. "It's being positioned and received by the trade as a revolutionary new product."
First Brands did not disclose the media or spending behind the launch, though it said the support would be "substantial."
Ever Fresh is the company's fourth brand in the cat litter category, which it said has been its best-performing business. Earlier this year, First Brands upgraded its Jonny Cat litter with an antibacterial ingredient.
First Brands also markets Scoop Away and Ever Clean brands.
Earlier this month, First Brands said it wouldn't meet analysts' estimates for earnings for the fourth quarter or its fiscal year, ending June 30, because of weak sales in its Glad plastic bag and wrap business; retailer inventory reductions in its automotive product lines; and new-product spending.