Colgate-Palmolive to Acquire Fresh Pet Food BrandColgate-Palmolive to Acquire Fresh Pet Food Brand

Colgate-Palmolive, which owns the Hill's Pet Nutrition brand, has agreed to acquire Care TopCo Pty Ltd, owner of Australian fresh pet food brand, Prime100.

This acquisition will expand the Hill’s Pet Nutrition division into the fast-growing fresh pet food category while complementing its existing science-led, veterinarian-endorsed specialty pet food diets and strengthening its presence in the Australian pet food market.

Based in Melbourne, Australia, Prime100 is a fresh pet food brand with both refrigerated and shelf stable products, sold to pet specialty and other retailers in Australia. Launched in 2014, Prime100 is a leading fresh pet food brand in Australia, driven by its science-backed product lines and veterinary endorsement — something it has in common with Hill's in the US.

“Prime100 is a strong, veterinarian-endorsed, premium-priced brand with distinctive positioning that fits well within our long-term pet nutrition growth strategy. 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," said Noel Wallace, chairman, president and chief executive officer of Colgate.

John Hazlin, president of Hill’s Pet Nutrition, added, “Hill’s is committed to enriching and lengthening the special relationship between people and their pets. 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. 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.”

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The transaction is currently expected to close in the second quarter of 2025, conditioned upon receipt of regulatory approval in Australia.