Paul Zahra, former David Jones chief and current global retail adviser to PwC, has joined ‘naturally-sugar-free’ drinks start-up Nexba as an adviser and investor.
His 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, whose 35-year career in retail includes 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,” he said. “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.
“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.”
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 multifaceted ‘naturally-sugar-free’ company with a growing national footprint.
