PRIME100

Prime100: Australia's Leading Fresh Dog Food Brand

Prime100 started with a simple observation: too many dogs were suffering from food sensitivities with no easy solutions. What began in Melbourne in 2014 has grown into one of Australia's most trusted pet food brands — now backed by one of the biggest names in global pet nutrition.

Who Is Prime100?

Prime100 is a Melbourne-based pet food company that designs, manufactures, and packs all of its products in Derrimut, Victoria. The brand is built around a single core concept: Single Protein Diets (SPD). Every SPD product contains just one source of animal protein, which makes it easier to identify and manage food sensitivities in dogs.

The company works with veterinary specialists and dermatologists to develop its formulas, and its SPD range is sold exclusively through vets and pet specialty retailers — not supermarkets. That said, Prime100 also operates a more accessible line called Prime Pantry, which is available through grocery retailers for everyday feeding.

All Prime100 products are 100% Australian made using ingredients sourced from Australian farmers and human-grade facilities. The company guarantees zero knackery meats across its entire range.

The Story Behind Prime100

Prime100 was founded by Tzena Naarden, who identified a gap in the Australian market around 2013. Dogs across the country were dealing with common but frustrating symptoms — scratching, itching, digestive issues — often caused by food-based allergens. While vets understood the problem, the available solutions were typically expensive, complex, or impractical for most pet owners. Homemade elimination diets were time-consuming, and ready-made single protein options were virtually non-existent.

Prime100 launched in 2014 with a mission to make functional, low-allergen pet food that was both effective and convenient. The brand grew quickly, earning veterinary endorsement and building a loyal customer base across Australia.

In 2019, Prime100 opened a new purpose-built manufacturing plant in Melbourne to support its expanding product range.

In 2021, Australian private equity firm Quadrant acquired a majority stake in the business, injecting growth capital to scale operations and distribution.

Then in February 2025, Colgate-Palmolive announced it had agreed to acquire Care TopCo Pty Ltd — the parent company of Prime100 — bringing the brand under the umbrella of its Hill's Pet Nutrition division. The deal closed in Q2 2025 and was framed as a strategic entry into Australia's fast-growing fresh pet food market.

Prime100 CEO Jason leads the business today, while founder Tzena remains connected to the brand she built.

Prime100 Product Range

Prime100 operates across three distinct product tiers, each targeting different needs and retail channels.

Prime100 SPD (Single Protein Diets)

The SPD range is the company's flagship line — vet-recommended, single protein, and sold exclusively through vets and pet specialty retailers. Every product is complete and balanced with functional ingredients, prebiotics, vitamins, and minerals. The range covers puppies through to seniors.

SPD Fresh Rolls are steam-cooked refrigerated rolls available in proteins including chicken and brown rice, beef and carrot, lamb and rosemary, salmon and tapioca, kangaroo and pumpkin, turkey and flaxseed, duck and sweet potato, wild boar and pumpkin, and crocodile and tapioca. These are stored in the fridge and designed to be served as a complete meal, topper, or training treat.

SPD Slow Cooked is a shelf-stable, pantry-friendly range where single protein meals are simmered in a flavourful broth. Available in proteins such as chicken and brown rice, beef and carrot, lamb and blueberry, and kangaroo and sweet potato. All recipes are gluten free.

SPD Air Dried offers a nutrient-dense, bite-sized format that works as a complete diet, meal topper, or treat. Available proteins include chicken and brown rice, duck and sweet potato, kangaroo and sweet potato, lamb and blueberry, and beef and carrot. All recipes are gluten free, and most are grain free (except chicken and brown rice).

SPD Prime Cut Treats are 100% Australian, real meat treats — high in protein, low in carbohydrates, and made with single protein sources.

Prime100 (Standard Range)

The broader Prime100 line offers complete and balanced nutrition with fresh, quality ingredients at a slightly more accessible price point. This range is available through pet specialty retailers and includes:

Cooked Rolls — fresh rolls with quality ingredients for everyday feeding

RAW Frozen — raw frozen meals for owners who prefer a raw diet

Fillet Treats and Training Treats — for reward-based training and snacking

Prime Pantry

Prime Pantry is Prime100's grocery-channel range, offering everyday nutrition at an affordable price point. Available through major grocery retailers, the range includes cooked rolls, jerky treats, and nibbles treats for both dogs and cats.

Available Proteins

One of Prime100's standout features is its wide range of protein options, including several novel proteins that are useful for elimination diets. Across its product lines, available proteins include: chicken, beef, lamb, turkey, salmon, duck, kangaroo, wild boar, crocodile, and pea (a plant-based protein option).

Novel proteins like kangaroo, wild boar, and crocodile are particularly useful for dogs that have developed sensitivities to more common proteins like chicken or beef.

Ownership and Acquisition History

2014 — Prime100 founded by Tzena Naarden and launched in Melbourne

2019 — New manufacturing plant opened in Derrimut, Victoria

2021 — Quadrant Private Equity acquired a majority stake

February 2025 — Colgate-Palmolive announced agreement to acquire Care TopCo Pty Ltd (Prime100's parent company) for its Hill's Pet Nutrition division

Q2 2025 — Acquisition completed, bringing Prime100 under the Hill's Pet Nutrition umbrella

The acquisition positions Prime100 alongside Hill's Science Diet and Hill's Prescription Diet within the Colgate-Palmolive portfolio. Prime100 continues to operate from its Melbourne base with its existing team, and products remain 100% Australian made.

Where to Buy Prime100

Prime100 SPD products are available through veterinary clinics and pet specialty retailers across Australia. You can use the store locator on their website to find your nearest stockist.

Prime100 cooked rolls and the broader range are available at pet specialty stores, while Prime Pantry products are stocked at grocery retailers.

Looking for Prime100 dog food? Compare products, track prices, and find stockists through our product directory.

Frequently Asked Questions

What does SPD stand for in Prime100?

SPD stands for Single Protein Diet. It means each product contains just one source of animal protein, which helps identify and manage food sensitivities in dogs. Prime100's SPD range is developed with veterinary specialists and is sold through vets and pet specialty retailers.

Is Prime100 Australian made?

Yes. All Prime100 products are designed, manufactured, and packed at the company's facility in Derrimut, Melbourne. Ingredients are sourced from Australian farmers and human-grade facilities.

Who owns Prime100 now?

Prime100 is now owned by Colgate-Palmolive, which completed its acquisition in mid-2025. The brand sits within the Hill's Pet Nutrition division. Prior to that, Australian private equity firm Quadrant held a majority stake from 2021.

Is Prime100 grain free?

Most Prime100 products are grain free, with the exception of the Chicken and Brown Rice recipes (available across fresh rolls, air dried, and slow cooked formats). All products across the range are gluten free.

Where can I buy Prime100?

The SPD range is available exclusively through veterinary clinics and pet specialty retailers. The standard Prime100 range is stocked at pet specialty stores, and Prime Pantry is available through grocery retailers.

How can I contact Prime100?

You can reach Prime100 by phone on 03 9394 1428 or by email at info@prime100.com.au. You can also get in touch through the contact form on their website.