February 20, 2025 – Colgate-Palmolive has acquired Care TopCo Pty, the owner of the Prime100 petfood 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 petfood category in Australia.
Based in Melbourne, Prime100 offers both refrigerated and shelf-stable products and has been a leading fresh petfood brand since its launch in 2014.
“Prime100 is a strong, veterinarian-endorsed , premium-priced brand with a 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’ specialised 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, empowering veterinarians and provide pet parents with more tailored nutritional solutions.”
