Immuron (ASX:IMC) has officially launched PROIBS in Australia, entering the country’s sizeable over-the-counter digestive health market with a new therapeutic option for patients living with Irritable Bowel Syndrome (IBS).
The Melbourne-based biopharmaceutical company has begun supplying pharmacies with the certified medical device ahead of the summer festive period, a high-risk time for symptom flare-ups. The initial rollout combines online distribution and a targeted network of selected pharmacies supported by digital marketing and social media activity.
“We understand the consumer’s universal truth that IBS sufferers struggle to find solutions that work and are easy to use. PROIBS solves that,” said Immuron Chief Commercial Officer Flavio Palumbo. “Once Australian consumers try PROIBS, they will love it.”
IBS affects around 30 per cent of Australians, with symptoms often linked to diet, lifestyle and stress. It is more prevalent in women than men and can manifest as abdominal pain, bloating and alternating diarrhoea and constipation.
The Australian 'Digestives and Intestinal Remedies' segment is valued at roughly AU$221 million this year, growing at more than 3 per cent annually, reflecting strong and steady demand for accessible treatment options.
Developed by Calmino Group AB, PROIBS contains AVH200, derived from Aloe barbadensis, and is designed to support the intestinal mucosal barrier through its gel-forming properties. The product has been cleared for long-term use and has no known drug interactions.
A usability study involving more than 1,000 people reported that 94 per cent found the product helpful and 98 per cent would recommend it.
The launch represents a significant step in Immuron’s consumer health strategy, building on its established Travelan brand and positioning the company to capture a greater share of the fast-growing digestive health category.
Immuron CEO Steven Lydeamore said the addition of PROIBS strengthens the company’s offering to pharmacists and consumers. “We’ve been a leader in digestive health in Australia for many years. PROIBS adds to our premium product range and offers pharmacists a trusted recommendation for people seeking effective IBS symptom relief,” he said.