Paul Zahra, Global Retail Advisor backs the Nexba naturally sugar free vision

FEBRUARY 2017:  SYDNEYNexba, the emerging player in the supermarket soft drink wars, has secured the services of global retail advisor Paul Zahra, who’s joined the company as an advisor and investor. Mr Zahra’s appointment comes at a pivotal time for the business, which is embarking on its first capital raising ahead of its impending international expansion.

Mr Zahra, who’s had a 35-year career in retail, including a celebrated stint at the helm of Australian retail giant David Jones, said he was drawn to the business by Nexba’s international market potential and its focus on important health and social issues.

“Nexba is a company with an incredible future. It’s a game changer for the soft drink market, here in Australia and globally. Nexba is changing the market landscape of an entire industry segment,” he said.

“Nexba has made a conscious decision to make beverages that taste great and are naturally sugar free. As a result, the social impact it is having in reducing the sugar intake in people’s diets is enormous – especially as people look to healthier options and governments look at ways to fight obesity. It’s a huge point of difference to the big brand names out there,” Mr. Zahra added.

“What excites me most about Nexba, however, is its ambitious growth plans and boldness in taking on the traditional global players. I intend to play a key role in guiding the company in that journey.”

Nexba was founded in 2011 by Sydney-based entrepreneurs Troy Douglas and Drew Bilbe. From humble beginnings, the brand has developed beyond its initial range of flavoured iced teas to a multi-faceted ‘naturally sugar free’ company with a growing national footprint.

In August 2016, it released launched Nexba Cola, Lemon and Orange, the country’s first naturally sugar free soft drinks, with no artificial ingredients, flavours or sweeteners. The move saw the company's sales more than triple in 2016-17.

Through its unique range of healthy beverages, which are now found in supermarkets, convenience stores and petrol stations across the country, Nexba is engaging the next generation to make healthier lifestyle choices.

“Consumer demands are shifting; Aussies want healthier options, which is evidenced by the fact we have partnered with Coles and are now stocked on shelves around the country as the naturally sugar free alternative to the multi-billion dollar high sugar & diet (artificial) brands. We are proud to be the first to market leader in what is the fastest emerging product category. We hope our continued growth will inspire big brands to be naturally sugar free,” said Troy Douglas, Nexba.

Nexba is currently undertaking a $1 million capital-raising via Venture Crowd platform to allow others to invest and join the Nexba naturally sugar free vision. Tech VC expert Steve Maarbani, a corporate lawyer and former PwC partner, is leading the funding round.