In an industry-first for the Australian pet food sector, pet food manufacturer Prime100 is rolling out its new premium dog food product line in Tetra Pak’s Tetra Recart packaging system, which has involved a multimillion-dollar upgrade to its Melbourne production facility that will pave the way for global expansion.
The Australian pet food sector, valued at $4 billion in 2023 and with a CAGR of four per cent, is in peak health. Australia has one of the highest levels of pet ownerships in the world, with Australians spending an estimated $33 billion on pet services and products annually.
Leveraging Tetra Pak's expertise in sustainable packaging and Prime100's commitment to providing quality pet nutrition, the two companies have joined forces to launch the new SPD (Single Protein Diet) product range that comes in seven flavours and is packaged in Tetra Recart, the packaging solution made from carton, which Tetra Pak claims has “the lowest CO2 footprint in the market”, citing a 2021 study (Lifecycle Analysis of Beverage and Food Packaging in Australia and New Zealand 2021).
For Prime 100, whose core business is in the fresh pet food sector where it enjoys around 85 per cent market share for its single protein roll products, the shift into shelf stable Tetra Recart packaging for its new slow-cooked dog food range will open doors for expanding into new markets both locally and offshore.
The company has made a multi-million-dollar investment in an integrated Tetra Recart processing and packaging line at its Derrimut, Melbourne, facility. The product is slow cooked first and then retort cooked within the sterile packaging system and ultimately has a shelf life of at least 18 months, possibly as long as two years.
Jason Gray, CEO of Prime100 said, “The partnership with Tetra Pak marks a significant milestone in our journey to transforming pet nutrition as we combine their packaging expertise with our vision for high-quality single-protein pet diets. This collaboration showcases our commitment to providing the best pet nutrition while prioritising sustainability.”
The product launch also marks Tetra Pak’s first entry into the pet food category in Australia. Tetra Pak Australian and New Zealand MD Boris Munster said, “We are thrilled to be partnering with Prime100 to drive greater sustainability in their portfolio through product and packaging innovation. It’s great to see a homegrown pet food brand drive thought leadership in the category and we hope that it’ll inspire more brands to make the switch to more sustainable packaging to help reduce carbon footprint.”
PKN spoke to Prime100 marketing director Simon Jordan about the drivers behind the company's decision to adopt the Tetra Recart system.
Jordan says the company started investigating the feasibility of the Tetra Recart solution from the time private equity firm Quadrant PE bought a majority stake in the business back in in 2021. Two-and-a-half years on, the production line is up and running and the product is rolling out onto retail shelves nationally.
In the NPD process, Jordan says, extensive consumer research was carried out. “Consumers responded well to the new packaging concept as an alternative to cans, indicating that they would migrate to the Tetra Recart pack and our brand. One of the key positives of this packaging system for consumers surveyed was that it's easy to open and can be reclosed and thus would not emit odours into the fridge.”
For Prime100, which has its sights set on global expansion, with plans to enter the US and other markets with this new range, the ability to ship product with a long shelf life and product stability in ambient conditions is a game changer. Tetra Recart maintains food fresh and safe at room temperature, without the need for any preservatives.
Jordan told PKN the company has future proofed the production capability on the line to allow for anticipated volume growth with expansion into offshore markets. He said, "We're running at about 20 per cent capacity now, but already the uptake is higher than expected."
The retort cook, sterile processing system also enables a high product quality to be achieved. According to Prime100, the new SPD product range offers a "rich, single source of protein that’s well suited for all breed types and ages of dogs, including the ones that suffer from food-based allergy and sensitivity" – a condition that affects one in three dogs. Made from carefully selected functional ingredients aimed at increasing levels of key vitamins, mineral, essential amino and fatty acids, the new range is also slow cooked, which has been proven to be more digestible and palatable for dogs.
Tetra Pak says studies have shown cartons have up to six times less impact on the environment compared to cans when comparing the life cycle of the two packages – this includes the source of the material, transport, and end of life. Where available, consumers can recycle their Tetra Recart at kerbside collection points, where they can be transported to saveBOARD recycling facility and turned into sustainable building materials for homes and offices.
Prime100’s new SPD range in Tetra Recart is available nationwide at Petstock, Petbarns and select vets nationwide from RRP$5.99 to $8.49 per unit. The seven flavours are: puppy lamb & blueberry; kangaroo & pumpkin; duck & sweet potato; chicken & brown rice; salmon & pumpkin; lamb & blueberry; and crocodile & algae oil.
