CHIPSI - The new Generation of Sustainable small Animal Hygiene

Security is the most important prerequisite for species-appropriate husbandry: CHIPSI creates precisely this feel-good space with selected products for hygiene, food and activity - so that pets feel completely safe and content. And because these little roommates win big hearts every day, it's high time to rethink their world too: in 2025, JRS PETCARE, the expert in sustainable pet hygiene and market leader* in the specialist retail sector with the Cat's Best brand, is launching the comprehensive relaunch of its traditional CHIPSI brand. 

For over 30 years, CHIPSI has stood for a wide range of plant-based bedding - well thought-out, practical and sustainable. The products are tailored to the individual needs of small animals and the requirements of their owners. Typical variants such as softwood shavings, natural straw/hay or fine natural granules impress in everyday use with their high absorbency, reliable odor absorption and uncomplicated handling. 

With the relaunch, CHIPSI presents itself in a modern, emotionally appealing look - and with a clear focus on the target group of rodent and small animal owners. The new packaging is based on clear icons, concise symbolic figures and a well thought-out color coding system that provides orientation and visually sharpens the brand world. At the same time, sustainability is being taken further: the new packaging films consist of 30% recycled material - a logical step towards a more environmentally friendly future. 

The changeover is taking place gradually and therefore sustainably, without the destruction of packaging material: existing packaging will be sold off first before the new designs are introduced to the market. The first products are already available in stores: CHIPSI Classic, Super, Apple and Citrus. Other variants of the core range, such as CHIPSI Classic Plus and Ultra, will follow successively. The changeover of the entire portfolio will extend into 2026. The chipsi.de website has also been revised in line with the overhaul of the product portfolio: In addition to bedding recommendations for a wide variety of pets, it now offers new comprehensive advice pages. From tips for the acquisition of new animals, assistance for species-appropriate keeping to didactic considerations for parents who decide to keep pets for the benefit of their children, everything has been thought of. 

The broad CHIPSI portfolio is more clearly structured and positions itself as a strong and attractive partner for all those who care about the well-being of their little pets. 

CHIPSI - So that everyone feels at home 

*Source: Circana Retail Panel Germany total by value June 2025