Hill’s pet nutrition enters the Pet Food category through acquisition

New York-Am February 18, the Colgate Palmolive Company announced that it has agreed to acquire Care Topco Pty LTD, owner of Pet Food Brand Prime100. According to the company, the acquisition will expand the Hill duration of the Hill homing in the Freshht Pet Food category and at the same time complement the existing scientific, special veterinary feed offers.

Prime100 was launched in 2014 and specialized in refrigerated and shelf stability formulas, which are supported and sold in PET Specialty individual dealers. The brand is based in Melbourne, Australia.

“Prime100 is a strong, veterinary brand that has prepared a strange brand for the award winner that fits well in our long-term strategy for pet nutrition growth,” said Noel Wallace, Chairman, President and Chief Executive Officer from Colgate-Palmolive. “We are pleased that this acquisition will give the Hill’s division portfolio a strong, profitable fresh dog food power value in order to promote further growth through extended distribution and awareness.”

The acquisition is expected to be completed in Australia in the second quarter of 2025 after receiving official approval.

“Hill’s is committed to enriching and extending the special relationship between people and their pets,” said John Hazlin, President of Hills Pet Nutrition. “With this addition, Hill’s will have an even bigger, complementary portfolio of progressive nutritional products that are supported by science and supported by veterinarians to help pet parents meet the special nutritional needs of their pets.

“We look forward to working with the Prime100 team and are confident that our joint expertise is driving new discoveries, enriching veterinarians and pet -tailed nutritional solutions are available,” he added.

Read more about Corporate strategy, financial performance, mergers and takeovers On our business side.