What we know about Colgate-Palmolive’s move into the Australian pet market

This move will see Hill’s enter the fresh pet food market, a strategic expansion into one of the fastest-growing pet food categories.

“Prime100 is a strong, veterinarian-endorsed, premium-priced brand with distinctive positioning that fits well within our long-term pet nutrition growth strategy,” states Noel Wallace, Chairman, President and CEO of Colgate-Palmolive.

Hill’s Pet Nutrition plans to use its global reach and veterinary network to expand the Australian company’s presence while continuing its focus on functional, research-driven pet diets.

Expanding into the fresh pet food market

The transaction is expected to close in Q2 2025, pending regulatory approvals in Australia.

The Melbourne-based manufacturer has built a reputation for high-quality, functional pet food designed for pets with food sensitivities. The company is particularly known for its Single Protein Diets (SPD™), which are formulated in collaboration with veterinary specialists to address specific dietary needs.

Prime100’s product range includes refrigerated and shelf-stable options, catering to the growing demand for hypoallergenic, science-backed 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,” says John Hazlin, President of Hill’s Pet Nutrition.

Focus on premium pet nutrition brands

This acquisition aligns with Colgate-Palmolive’s strategy of investing in high-growth pet nutrition markets.

The multinational is also planning to exit the private-label pet business this year, shifting its focus toward premium brands, as it is doing with Prime100, as part of a broader effort to optimize its pet nutrition portfolio and improve profitability by winding down lower-margin segments.