Released on = May 14, 2007, 9:05 am

Press Release Author = Nature\'s Earth Products

Industry = Retail

Press Release Summary = Nature's Earth Products Inc. introduced new packaging and
logo redesigns for its Feline Pine® and Feline Pine Scoop® cat litter. The new
messaging communicates the brand's dedication to delivering products that help
families and pets live more natural, healthy lifestyles. Nature's Earth is the first
pet company in the market's 60 yr. history to tell people what's in their cat litter
with a unique nutrition-like side panel listing ingredients.

Press Release Body = Feline Pine Announces Rebranding
Alternative Cat Litter Leader Cleans Up Brand Positioning

WEST PALM BEACH, FL (May 14, 2007) - Nature's Earth Products Inc. introduced new
packaging and logo redesigns for its Feline Pine® and Feline Pine Scoop® cat
litter.

"The Feline Pine brand is really coming into its own. The systematic re-branding was
led by over a year's worth of data mining and extensive consumer research," said Ken
Simard, President and CEO. "We are the market leader in alternative, healthy cat
litter but much of our target market has yet to be reached."

Nature's Earth employed Concentric Marketing of Charlotte, NC to help grow the
healthy litter product, Feline Pine. A Website overhaul was launched this year along
with TV commercials running on 9 national cable networks. The commercials feature
talent on the streets of San Francisco and Atlanta asking people "What's in Your
Litter Box?" The tag line is part of the company's key messaging strategy and
communicates its dedication to delivering products that help families and pets live
a more natural, healthy lifestyle. Nature's Earth is the first pet company in the
market's 60 yr. history to tell people what's in their cat litter with a unique
nutrition-like side panel listing ingredients.

"Feline Pine consumers are highly educated and environmentally savvy," said Dan
Henderson, Feline Pine Brand Manager. "New positioning was needed for the brand to
emphasize what is most important to our consumers: a clean, healthy home environment
and the health of their family and pets. We are communicating with our consumers on
a much more sophisticated level."

Marketing plans for the 2007/2008 year include broadcast media, trade and consumer
print, account specific marketing, and online initiates including ads, a blog and
targeted email marketing.

About Nature\'s Earth Products, Inc.:
Nature's Earth is a leading provider of alternative pet products, offering cat
litter and pet bedding. The company is committed to providing all natural pet
products that are free of chemical additives so your family can live a more natural
lifestyle. Nature's Earth ensures the health of your pet, your home and our
environment. For more information, visit www.naturesearth.com or call (800)
749-7463.

View the Feline Pine commercials: http://www.youtube.com/watch?v

Web Site = http://www.naturesearth.com

Contact Details = April Hall
2200 N Florida Mango Rd
West Palm Beach, FL 33409

800.749.7463
561.688.8180 Ext. 107
ahall@naturesearth.com
www.naturesearth.com