What is different about Prime100 ingredients?

Functional Proteins


Beef is an excellent protein source that is high in vitamins and minerals for a well-rounded and complete diet. Thanks to fatty acids and essential nutrients, beef is a superb source of energy and health for your pup.
A terrific source of iron and healthy fats combined with zinc, selenium and vitamins B12, B3 and B6 ideal for a healthy heart, skin and coat. It's also proven to support and elevate their energy levels.


An excellent source of energy for dogs due to its high calorie count. It also is a rich source of amino acids and omega-6 fatty acids which help promote a healthy coat and skin. Chicken is a highly digestible species appropriate protein and is an excellent source of glucosamine and calcium which supports healthy joints. Chicken helps your dog to build lean muscle mass. Muscle mass breaks down as your dog is active or ages and needs to be replaced. Chicken is the perfect solution which aids them to keep healthy and feeling good.


Kangaroo protein is a hypoallergenic novel protein that is highly effective in supporting dogs with food sensitivities or allergies and is suitable for elimination diets and food trials. It is a lean, low fat high protein source that supports lean muscle mass and weight control. Kangaroo is rich in iron for normal cell function and oxygen transport, vitamin B to support the nervous system and normal metabolism functions, and zinc to support the immune system. Kangaroo also provides a rich source of omega-3 fatty acids supports heart health.


Lamb is an excellent source of protein for young or active dogs. Packed with essential amino acids and dietary fats which helps sustain energy. It also contains high levels of vitamin B which are necessary for a healthy immune and nervous system and metabolism. The iron in lamb assists in normal cell function and oxygen transport and zinc helps support the immune system. It's also a rich source of omega-3 and omega-6 fatty acids the provide multiple benefits including supporting a health of skin and coat, immune regulatory support, lean muscle, bone mass & mineralisation.


Australian Salmon sourced from Tasmania is an excellent novel marine protein source. Salmon is high in omega-3 fatty acids which help to reduce inflammation and support joint health, cognitive health and improve skin health. Rich in vitamin A, which is particularly important for growth, vitamin D to support healthy teeth and bones, magnesium, potassium, and zinc to help support the immune system. Salmon protein is a novel protein which is idea for elimination diets and food trials due to high omega-3 content.

Other Functional Ingredients

Algae Oil

Shown to be rich in EPA & DHA, Algae oil provides support for joints, skin, coat, cardiovascular system, brain, eyes and nervous system.


Combination of two biologically active marine sulphated polysaccharides to support gut barrier function and gut mediated immune system to help bridge the immunity gap.

Brown Rice

A novel ingredient that contains natural fibre, anti-oxidants, is rich in selenium and high in manganese. Brown rice can help the body synthesize fats and benefits the nervous and reproductive systems.

Carrot Fibre

Source of fermentable and non-fermentable fibre to promote a healthy microbiome and support colon health.


Very high in carotene antioxidants, dietary fibre, potassium, provitamin A, vitamin B6, K1 and biotin. Carrots have been linked to lowering cholesterol levels. Essential phytonutrients may protect eyes from free-radical damage and UVB radiation to improve eye health.

Celery Seed Extract

High in calcium, zinc and other essential amino acids and is known for its pain relief and anti-inflammatory properties. Celery seeds have high amounts of antioxidant flavonoids that protect cells from free-radical damage.

Flaxseed Oil

High in alpha linolenic Omega 3s, which can assist cardiovascular health, soothe itchy skin, reduce hair loss and support healthy skin repair. Flaxseed Oil also helps with mobility for arthritic dogs, and can aid in blood pressure and kidney function.


Minerals are provided in the proper balance (as per AAFCO standards). Minerals work together to coordinate bodily functions including the formation of bone and cartilage, nerve and muscle function, fluid balance regulation, the transportation of oxygen in the bloodstream and hormone production. These essential minerals must be present in the pet food in the precise amounts to ensure optimal health.

Psyllium Husk

A plant based novel prebiotic fibre that can assist dogs with indications such as constipation and mild diarrhoea.


Whole Pumpkin contains an excellent source of prebiotic fibre that can assist dogs with gastrointestinal issues. Pumpkin seeds are known for the benefits to the overall urinary health of dogs. Pumpkin is high in vitamins A, C, E, and alphacarotene (a powerful antioxidant). Being high in fibre, pumpkin promotes a ‘feeling of fullness’, even if fewer calories are being consumed. High fibre can also act as a laxative, keeping the dog’s gastrointestinal tract moving with regularity.


A novel ingredient which can aid digestion, help alleviate muscle pain and boost the immune and circulatory system. Rosemary is also a good source of iron, calcium and Vitamin B6.


Sodium is necessary in the pet’s diet in order to maintain nerve and cellular function and help prevent dehydration and inflammation. Minimum levels of sodium are required in any pet food diet (AAFCO standards) to maintain and support optimal health.

Sunflower Lecithin

Natural source of phosphatidylcholine to support healthy cell membranes, a healthy nervous system and healthy liver.

Sunflower Oil

Contains Omega 6 essential fatty acids that can assist with healthy skin, immune function, reducing inflammation, heart health, providing energy and preserving normal organ function.


A novel protein-free carbohydrate from the root of the cassava plant. Tapioca is an alternative to low-quality grains or common allergenic ingredients and provides an excellent source of energy for dogs. It also offers provides an excellent source of mineral content i.e. iron, manganese, and calcium.


An amino acid that is effective in preventing retinal degeneration and forms of heart disease.


Vitamins assist in the animal’s ability to resist disease and are an essential part of the enzyme system. Vitamins have an important role in red blood cell formation, reproduction, and assistance in maintaining appetite and a healthy skin and coat. There are two types of vitamins, fat-soluble and water-soluble. As fat-soluble vitamins are stored in the body, over supplementing with these can have a toxic effect on pets.