The niche soft drink company that crowdsourced ideas for its original packaging has now secured the services of global retail advisor Paul Zahra.
The sugar-free drinks company, which is embarking on its first capital-raising ahead of its impending international expansion, has taken on the former David Jones CEO as an advisor and investor.
Zahra said he was drawn to Nexba’s international market potential and its focus on important health and social issues.
The $1 million capital-raising venture is via Venture Crowd platform and allows others to invest and join the vision.
Tech VC expert Steve Maarbani, a corporate lawyer and former PwC partner, is leading the funding round.
Nexba was founded in 2011 by Sydney-based entrepreneurs Troy Douglas and Drew Bilbe, and prides itself on selling Australia’s first naturally sugar free soft drinks.
It all started when...
The idea for a brand of ice teas in stand-out packaging came to Drew Bilbe when he was holidaying in Rio Nexpa, Mexico.
“All the packaging was amazing and iced teas were massive,” he said.
He learned that iced teas in Europe and America make up between 12 and 15 per cent of a growing market in which the dominant sector – soft drinks – is in decline. ‘Unhealthy’, high-calorie, high-sugar, soft drinks were being rejected by most target groups.
Bilbe called a mate, Troy Douglas, and the pair worked out a plan. Nexba would be a better-for-you lifestyle brand, producing natural, low-sugar, low-calorie, real iced teas, made sustainably.
It would look, feel and taste like it belonged to a cool, young and hip market.
The pair bought a factory in Sydney’s north, and they chose to package in cans because PET didn't meet their criteria for sustainability.
They had two supplier choices, and chose Orora.
“We started producing 2000 cans per hour. That’s nothing compared to the big guys. Now we’re producing 100,000," he said.
Bilbe designed the cans but everyone at Nexba gave input. Street artist Alex Lehours created its original illustrations. All marketing was carried out in social media, and its reach expanded only by organic growth.
Nexba grew up in grab-and-go outlets and online, selling single cans.
By October last year, it had become a significant player in Coles, IGA, Costco and Aldi, selling in four-packs.
To service these chains, the brand went on to launch its range of glass bottles in 2015.
Nexba released flavours of Cola, Lemon and Orange in August 2016, a move which saw the company's sales more than triple in 2016-17.
