Colgate-Palmolive acquired Prime100, Australia's leading fresh pet food brand, to expand its Hill's Pet Nutrition division and tap into the rapidly growing fresh pet food market. The acquisition is expected to close in the second quarter of 2025 and will add a profitable, high-growth asset to Hill's complementary portfolio of science-backed, veterinarian-endorsed nutrition products.
- Colgate-Palmolive acquired Care TopCo Pty Ltd, owner of Prime100, to strengthen Hill's Pet Nutrition division
- Prime100 is Australia's leading fresh pet food brand since 2014, offering both refrigerated and shelf-stable products
- The acquisition is expected to close in Q2 2025 pending regulatory approval in Australia
- Hill's Pet Nutrition sells over 300 products in more than 80 countries with major facilities in the U.S., Czech Republic, and Netherlands
- The deal positions Hill's to expand distribution and drive growth in the rapidly expanding fresh pet food category
Colgate-Palmolive has acquired Care TopCo Pty Ltd, the owner of the Prime100 pet food brand, to expand its Hill’s Pet Nutrition division. The company said this strategic move gives Hill’s a foothold in the rapidly growing fresh pet food category in Australia. Based in Melbourne, Prime100 offers both refrigerated and shelf-stable products and has been a leading fresh pet food brand since its launch in 2014.
"Prime100 is a strong, veterinarian-endorsed, premium-priced brand with distinctive positioning that fits well within our long-term pet nutrition growth strategy," said Noel Wallace, chairman, president, and CEO of Colgate-Palmolive. "We are excited that this acquisition will add a high-growth, profitable fresh dog food asset to the Hill’s division portfolio with the opportunity to drive continued growth through expanded distribution and awareness."
The deal will be financed through a combination of debt and cash and is expected to close in the second quarter of 2025, pending regulatory approval in Australia.
"With this addition, Hill’s will have an even larger, complementary portfolio of advanced nutrition products, backed by science and endorsed by vets, to help pet parents meet their pets’ specialized dietary needs," said John Hazlin, president of Hill’s Pet Nutrition. "We look forward to working with the Prime100 team and are confident that our joint expertise will drive new discoveries, empower veterinarians and provide pet parents with more tailored nutritional solutions."
According to Petfood Industry's Top Pet Food Companies, Hill's Pet Nutrition sells more than 300 products through authorized pet supply retailers and veterinarians in more than 80 countries worldwide. Hill's operates major manufacturing and warehousing facilities in Bowling Green, Kentucky; Topeka, Kansas; Emporia, Kansas; and Richmond, Indiana, U.S. Its primary research center is located in Topeka, Kansas, U.S. Hill's also runs major manufacturing and warehousing facilities in the Czech Republic and the Netherlands.
Adapted from a press release.
