Troy Douglas had the LIVE Industry Forum audience rapt today with his story of sugar-free beverage company Nexba's steady rise.
His mission, along with business partner Drew Bilbe, has always been to disrupt the beverage market with a combo of innovative packaging and sugar-free drinks under the brand name of Nexba.
They started with superfood-based sparkling ice teas, and last year collaborated with Coles to launch ‘soft drink’ flavours of Cola, Lemon and Orange – a move which saw the company’s sales grow exponentially in 2016-17.
"It took six years to crack the market, then we needed to scale it by raising funding," Douglas said.
One of the ways they grew in scale was to tap the petrol and convenience space, and 7-11 was willing to give Nexba a go.
"We got the backing of buyer Dean Spencer [who also backed Daniel Flynn's Thankyou water] and we went from there," he said.
Nexba is also making an impact in the supermarket segment, having secured aisle space in both Coles and Woolworths.
"This is due to our focus and determination to make an impact," Douglas said.
The next stage of global growth for the 'Naturally Sugar Free' company will see further changes to packaging.
Nexba has already partnered with several global flavour houses and works closely with Diageo, which contract fills its glass packaging.
The company is also planning a global expansion will include collaboration with multinationals in overseas markets in the UK and US and Mainland China, where the team is currently having conversations.
"Anybody can create a product, but to expand into international markets you have to be more than a product - you need to be a brand," Douglas said.
For Nexba, that means focusing on its clean, green credentials, as well its 'full-sugar' taste.
"There are a lot of no-sugar products, but none have been able to match the taste of ours," he said.
