Colgate-Palmolive has made a strategic move to enhance its pet nutrition offerings by acquiring Prime100, an Australian-based pet food brand. This acquisition will introduce fresh pet food products into the Hill’s Pet Nutrition division, complementing its existing range of science-backed, veterinarian-approved specialty foods. The integration of Prime100's innovative and premium pet food solutions is expected to bolster Colgate-Palmolive's market presence in the rapidly growing pet care industry.

The purchase of Prime100 aligns with Colgate-Palmolive's long-term vision for expanding its pet nutrition segment. Founded in 2014, Prime100 specializes in both refrigerated and shelf-stable pet food formulations that are scientifically developed and vet-endorsed. These products cater to the specific dietary needs of pets and are available through specialized pet retailers. Noel Wallace, the chairman, president, and CEO of Colgate-Palmolive, expressed enthusiasm about the acquisition, noting that it adds a high-growth, profitable asset to the Hill’s portfolio, poised to drive further expansion and awareness.

Hill’s Pet Nutrition aims to deepen the bond between people and their pets by providing advanced nutritional products. John Hazlin, president of Hill’s Pet Nutrition, highlighted the commitment to enriching the lives of pets and their owners. With this new addition, Hill’s will offer an even broader selection of scientifically validated, vet-recommended foods. The collaboration with Prime100 promises to foster innovation, empower veterinarians, and provide pet owners with more personalized nutritional options. Together, these efforts underscore a dedication to improving pet health and well-being.