Hygiene
PurrFresh Litter
Cleaner spaces, happier pets
Pet Care Systems by Prima
The Crew behind every better pet day.
Different pets. Different personalities. One Crew. Pet Crew is a family of smarter pet care systems built around six purposeful categories — each with its own colour, so you always know what you're picking up.
New Release · Hygiene
PurrFresh Smart Litter
The new standard in cat litter — kinder to paws, the planet, and your nose.
100% recycled cardboard
Low dust, easy breathing
Odour controlled, naturally
Paw-friendly pellets
Lightweight & long lasting
The Content
Stories from the crew
Every video and visual we've created — filter by category to see the brand in action.
Hygiene
Eco-Smart Cats
Innovation in every pellet
Grooming
Product in Motion
Behind the brand
Grooming
Grooming Station
All-in-one care
Grooming
Care, Up Close
Tools designed for pets
Play
Put Us to the Test
Proven by the crew
Play
Pets, Happy
Real moments, real bonds
Hygiene
PurrFresh — Extended Cut
The new standard in litter
Meet the crew
Four furry experts. One Big Boss.
Every product gets paws-on approval before it reaches your home. These are the personalities behind the brand.
Dash
Red Heeler
Adventure Tester
Loves to run, lounge and is the ultimate tester — if it makes it through 5 minutes with Dash, it's a winner.
Mildred
Grey Mini Lop
Curious Explorer
Curious, fun and playful. She loves to boop for treats, binky with joy and enjoys a good ear massage.
George
Black Mini Lop
Comfort King
The king of relaxation and naps, with a cheeky side that keeps things interesting.
Cosmo
Ragdoll Cat
Play Instigator
Keen, playful and a little mischievous. Will swat you one moment and demand attention the next.
The Big Boss
Molly Mae · Chief Happiness Officer
Every great crew needs a leader. Molly Mae sets the standards, keeps the team in line, and makes sure every product earns their seal of approval. She doesn't just oversee the brand — she lives it, loves it, and leads with heart.
The Range
Products in the family
Purposeful, beautifully made systems — tested by the crew, built for the everyday.
Grooming
Pet Crew Grooming Station
All-in-one vacuum grooming kit with interchangeable heads — clean, trim and de-shed without the mess.
Hygiene
PurrFresh Smart Litter
Low-dust, odour-controlled, paw-friendly — made from 100% recycled cardboard for conscious homes.
Our Promise
Smarter systems. Happier pets. Easier humans.
At Prima Pet Crew, we believe great pet care starts with smarter systems. That's why everything we create is thoughtfully designed, practically tested and proudly backed by our four furry experts. From playtime to downtime, our products help pets thrive and pet parents breathe easier.
Different pets. Different personalities. One Crew.