Colgate-Palmolive, a leading pet food company, has announced its plans to acquire Care TopCo Pty Ltd, the owner of Prime100, a popular Australian fresh pet food brand. The acquisition will expand Hill’s Pet Nutrition, a division of Colgate-Palmolive, into the fast-growing fresh pet food category, complementing its existing science-led and veterinarian-endorsed specialty pet food diets. Prime100 is a leading fresh pet food brand in Australia, known for its science-backed product lines and veterinary endorsement.
The acquisition will also strengthen Colgate-Palmolive’s presence in the Australian pet food market. Prime100 is a leader in the fresh pet food market in Australia, with a strong reputation for delivering high-quality, premium products. The company’s products are sold through pet specialty and other retailers in Australia.
According to Noel Wallace, chairman, president, and CEO of Colgate, the acquisition is a strategic move to add a high-growth, profitable fresh dog food asset to the Hill’s division portfolio. The company is eager to leverage the Prime100 brand’s strong positioning and expand its distribution and awareness through various channels.
John Hazlin, president of Hill’s Pet Nutrition, emphasized the company’s commitment to enriching and lengthening the special bond between people and their pets. The acquisition will provide Hill’s with a larger, more diverse portfolio of advanced nutrition products, backed by science and endorsed by veterinarians, to help pet parents meet their pets’ specialized dietary needs.
The transaction is expected to close in the second quarter of 2025, subject to regulatory approval in Australia. The acquisition is seen as a significant development in the pet food industry, demonstrating Colgate-Palmolive’s commitment to expanding its presence in the growing fresh pet food market and further solidifying its position as a leading player in the industry.