The Pharmacy Guild of Australia has announced a new partnership for its Gold Cross brand, with a new range of Gold Cross branded products set to appear in pharmacies across the country.

The Gold Cross-branded products, endorsed by The Pharmacy Guild of Australia, will hit pharmacy shelves shortly after the establishment of a new endorsement partnership with Probiotec Limited.

Listed pharmaceutical manufacturer, marketer and distributor Probiotec Limited will produce a range of cold and flu, analgesic and other medicinal products under the Gold Cross brand from January 2014.

The new partnership follows a decision by current Gold Cross logo partner Aspen Australia and its Chemists’ Own brand to change strategy and not renew their current endorsement agreement.

The Pharmacy Guild of Australia National President Kos Sclavos said the new partnership was a milestone for the Guild’s Gold Cross brand.

“Our partnership with Probiotec marks the launch of the first exclusive Gold Cross-branded range of products, as they will be the only products in the cold, flu and analgesic categories to be endorsed by the Pharmacy Guild of Australia,” Mr Sclavos said.

“The Guild’s Gold Cross logo has long been valued as an endorsement for the products on which it appears, and we believe the brand will continue to be a trusted choice for both pharmacists and consumers alike.

“The income we receive for the use of the Gold Cross branding will continue to be put back into supporting the Guild to promote community pharmacy, particularly in developing new initiatives and expanding the role of pharmacists. “The Guild has enjoyed a longstanding relationship with Aspen and we will continue to maintain that relationship into the future, on a range of other projects,” Mr Sclavos said.

“Meanwhile the Guild is very optimistic about the partnership with Probiotec and the new opportunities it presents for the Gold Cross brand.”