From a tail-chasing idea to Prime100 reality.

Why we're the final word in pet nutrition.

100% Australian Made.

OUR MISSION

Revolutionising Pet Health

We're a team of animal lovers, collaborators, and forward-thinkers driven by one goal: making pets' lives as happy and healthy as possible. It's what sparked our ambition to innovate pet nutrition in Australia and partner with veterinary experts to develop low-allergy food.

Our story

How our quest for better pet health began.

  • A Shift in Conversation

    In 2013, we couldn't help but notice that pets worldwide were suffering in silence.

  • Beyond Common Symptoms

    Scratching, itching, belching, and digestive issues are common but not normal, often caused by food-based irritations and allergens.

  • Costly Challenges

    Vets knew the problem well, but often offered expensive, difficult-to-schedule and inconclusive options like prick tests or food-based allergy diagnosis and treatment plans.

  • Impractical Solutions

    Most pet owners couldn't manage these complex approaches as no ready-made solutions were available, and homemade diets were impractical for many busy pet parents.

Where we are today.

We're dedicated to changing the way we nourish our pets. That’s why we team up with industry leading expert dermatologists, vets, and nutritionists to create complete Single Protein Diets (SPD™) that steer clear of severe allergens and dietary red flags, allowing dogs to live their best lives.

Our love for our dogs motivates us, and we're committed to paving the way for brighter tomorrows filled with wagging tails and happy barks.

Our product range

Fresh, natural ingredients are an essential part of a healthy diet for you and your pet too! Prime100 innovates and creates Single Protein Diets (SPD™) with single source of protein which can assist dogs (and cats) with food sensitivities.

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SUSTAINABILITY

Loyal to the animals, people and planet.

We believe that every action we take has an impact beyond ourselves. Our commitment to caring for our furry friends, people and home runs deep. It influences each and every decision we make – from the food we create to the relationships we build.

After all, our home is our pets' home, and they deserve nothing short of the best.

Discover our initiatives