Activated Probiotics Debut in 500+ Stores via Mecca and Go Vita Deals

• Activated Probiotics launched in Mecca’s new Melbourne flagship wellness hub
• Distribution expanded to over 120 Go Vita stores and 500+ independent health retailers
• Partnerships align with Biome’s practitioner-recommended, evidence-based strategy
• Mecca’s wellness hub targets 50,000 weekly visitors, blending beauty and gut health
• Go Vita network leverages qualified health practitioners for product recommendations

Strategic Expansion into Premium Retail

Biome Australia (ASX, BIO), a leader in microbiome health products, has taken a significant step forward by securing distribution agreements with two of Australia’s most influential retail networks, Mecca and Go Vita. This move marks Biome’s first foray into premium beauty retail and broadens its footprint in the health food sector, positioning its flagship Activated Probiotics range in front of a wider, health-conscious audience.

Mecca’s newly opened Melbourne flagship store, the world’s largest freestanding beauty retailer, features a dedicated 220 square meter wellness hub called MECCA Apothecary. Here, Activated Probiotics will be showcased alongside other wellness brands focused on gut health, stress management, and hormonal balance. With an estimated 50,000 weekly visitors, this venue offers Biome unparalleled exposure to consumers increasingly interested in the intersection of beauty and wellness.

Leveraging Practitioner-Recommended Channels

Complementing the Mecca launch, Biome’s partnership with Go Vita taps into Australia’s largest health food distribution platform. The Activated Probiotics range will be available across Go Vita’s network of over 120 independently owned stores and extend to more than 500 independent health food retailers nationwide. Go Vita’s model, which includes over 300 qualified practitioners such as naturopaths and nutritionists, aligns closely with Biome’s strategy of maintaining a practitioner-recommended approach. This ensures that product recommendations are backed by clinical evidence and professional endorsement, a key differentiator for Biome in a crowded market.

Biome’s Managing Director Blair Norfolk highlighted the strategic importance of these partnerships, noting that they not only accelerate growth but also uphold the company’s commitment to professional standards and evidence-based health solutions. The convergence of beauty and wellness, particularly the recognition of gut health’s role in skin and overall wellbeing, is a trend Biome is well-positioned to capitalize on through these new retail channels.

Implications for Growth and Market Position

These distribution deals represent more than just expanded shelf space; they signal Biome’s evolution from a niche health product company to a mainstream player in the premium wellness market. Mecca’s wellness hub is expected to be a transformational platform, with plans to roll out wellness products nationally through its app, potentially amplifying Biome’s reach beyond the Melbourne flagship.

Meanwhile, Go Vita’s cooperative model and extensive practitioner network provide a robust infrastructure for sustained growth, leveraging trusted health professionals to drive consumer confidence and product uptake. Together, these partnerships diversify Biome’s distribution channels while preserving the clinical credibility that underpins its brand.

While the announcement does not disclose specific sales targets or financial guidance, the strategic alignment with leading retailers and health practitioners positions Biome to capture a growing segment of consumers seeking scientifically validated probiotic solutions.

Bottom Line?

Biome’s dual launch with Mecca and Go Vita sets the stage for accelerated growth, but execution and consumer adoption will be key to unlocking its full potential.

Questions in the middle?

• How quickly will Activated Probiotics gain traction among Mecca’s wellness-focused customers?
• What impact will these partnerships have on Biome’s revenue and profit margins in the coming quarters?
• Will Biome expand its presence nationally through Mecca’s planned wellness product rollout beyond Melbourne?