Australian Algae Producer Genesis Acquires Pet Nutrition Brand Proudi in $38M Deal

Queensland-based algae producer Genesis has acquired premium pet nutrition brand Proudi in a $38 million deal, giving its chlorella ingredient a route onto Australian supermarket shelves for the first time. Proudi, known for its YumGuard range for dogs and cats, already incorporates Australian-grown chlorella as a core ingredient. The acquisition merges Genesis's chlorella production and research operations with Proudi's consumer brands and retail network, aiming to expand their portfolio of premium nutrition businesses in multiple markets.

Chlorella, with up to 60 percent protein by dry weight and a complete amino acid profile, has drawn interest in the alternative protein sector. Other companies are also targeting companion animal nutrition with algae-derived ingredients. Proudi's distribution agreement with Coles, in addition to existing partnerships with Petbarn and Pet Circle, is expected to further expand its retail footprint. The deal sees Proudi founder Dennis King joining the Genesis Group board, positioning the merged entity as Australia's largest algae-based nutrition company focused on meeting shifting consumer expectations for pet products.