Biome Cracks Kiwi Market with Green Cross Health Deal

ASX-listed Biome Australia (ASX: BIO) has taken a major stride in its trans-Tasman ambitions, inking a deal that plugs its flagship Activated Probiotics range into New Zealand’s largest pharmacy network.

Announced to the ASX on Monday, Biome has finalised trading terms with Green Cross Health (NZX: GXH), the healthcare juggernaut behind the Life Pharmacy and UniChem brands. The agreement gives Biome immediate retail access to 328 pharmacies—covering 40% of New Zealand’s prescription volume—beginning in September 2025.

This isn’t just another distribution update—it’s a market entry that vaults Biome into a dominant retail footprint, one that processed over 34 million scripts last year and reaches nearly two million loyalty card holders.

Strategic Stitch-Up

Biome’s Managing Director Blair Norfolk called it “a significant strategic milestone in our international expansion program,” and with good reason. Green Cross Health’s dual-brand model offers a retail one-two punch: Life Pharmacy’s 65 premium sites focus on urban consumers with a wellness bent, while UniChem’s 250-plus community stores cater to locals prioritising clinical advice and accessibility.

Backing it all is Propharma, the EBOS-owned wholesaler already on board since July. Together, the trio forms a tidy supply chain: Propharma pushes stock, Green Cross sells it, and Biome keeps the margins humming.

This integrated approach gives Biome a serious leg-up in a market where distribution, brand trust, and pharmacist endorsement are essential currency.

Tapping the $300m Kiwi Supplement Scene

New Zealand’s natural health market, estimated at NZ$300 million and growing at a clip of 6.5%, is fertile ground. More importantly, pharmacies command about 75% of supplement sales—unlike Australia where supermarkets take a bigger bite.

That means New Zealanders are far more likely to pick up a probiotic bottle from a pharmacist than a grocery aisle, playing directly into Biome’s practitioner-led business model.

Also working in Biome’s favour is New Zealand’s regulatory stance. Probiotics fall under Medsafe’s “functional foods” umbrella, which permits health claims backed by clinical data. This allows Biome to flex its evidence-based credentials—built on a portfolio of double-blind, placebo-controlled trials—without getting tangled in red tape.

Aligning with Vision 27

The announcement ticks a key box under Biome’s Vision 27 strategy, which targets $75 million in cumulative revenue between FY25 and FY27. With the Australian operation gaining traction, New Zealand presents a logical first step in the company’s international scaling effort.

Biome’s Activated Probiotics range is already positioned as one of Australia’s fastest-growing practitioner-only brands, boasting condition-specific formulations targeting everything from cholesterol and eczema to mood and bone health.

More Than Just Pills and Capsules

There’s another angle here that shouldn’t be missed: Green Cross Health doesn’t just run pharmacies. It also operates 65 medical centres with over 416,000 enrolled patients. That opens the door to Biome’s dream scenario—a closed-loop, co-prescription model where doctors recommend its probiotics, patients pick them up in-house, and revenue stays in-network.

Green Cross is already pivoting toward more clinically integrated retail with its “Care & Advice Health Hub” strategy, aiming to rebrand 200 pharmacies under the model by year’s end. It’s a neat dovetail with Biome’s clinical-first messaging.

Bottom Line

Biome’s New Zealand partnership isn’t a toe-dip—it’s a cannonball into a market that rewards professional credibility and regulatory alignment. With a ready-made distribution network, a supportive regulatory regime, and a retail partner focused on health outcomes rather than discounting, Biome’s Trans-Tasman play has the makings of a well-timed growth lever.

As Blair Norfolk succinctly put it, the deal “accelerates our Vision 27 objectives while maintaining our disciplined approach to international expansion.” Whether the company can convert footprint into revenue remains to be seen, but with 328 Kiwi pharmacies on board from day one, the runway looks promising.