NEW YORK — On Feb. 18, Colgate-Palmolive Company announced it has agreed to acquire Care TopCo Pty Ltd, owner of pet food brand Prime100. According to the company, the acquisition will expand its Hill’s Pet Nutrition division into the fresh pet food category while also complementing its existing science-based, veterinarian-endorsed specialty pet food offerings. 

Launched in 2014, Prime100 specializes in both refrigerated and shelf-stable, science-backed pet food formulas, which are veterinarian endorsed and sold at pet specialty retailers. The brand is based in Melbourne, Australia. 

“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 chief executive officer 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 acquisition is expected to close in the second quarter of 2025, upon receiving regulatory approval in Australia.

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

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