B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Ex-David Jones Boss Paul Zahra Joins Supermarket Soft Drink War
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Ex-David Jones Boss Paul Zahra Joins Supermarket Soft Drink War
Marketing

Ex-David Jones Boss Paul Zahra Joins Supermarket Soft Drink War

Staff Writers
Published on: 9th February 2017 at 9:49 AM
Staff Writers
Share
3 Min Read
SHARE

An emerging player in the supermarket soft drink wars has announced it has secured the services of former David Jones boss Paul Zahra as an adviser and investor.

Nexba said the appointment of Zahra comes at a pivotal time for the business, as it embarks on its first capital raising ahead of its impending international expansion.

Zahra, who has had a 35-year career in retail and is currently the global retail adviser to PwC, said he was drawn to Nexba because of its 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.

“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 company with a growing national footprint.

In August 2016, Nexba launched what it claimed to be Australia’s first naturally sugar-free soft drinks with no artificial ingredients, flavours or sweeteners, which saw the company’s sales more than triple in 2016-17.

Nexba co-founder and CEO Troy Douglas said consumer demands are shifting, with Aussies now wanting healthier options.

“We are proud to be the first-to-market leader in what is the fastest emerging product category,” he said.

“We hope our continued growth will inspire big brands to be naturally sugar-free.”

Nexba is currently undertaking a $1 million capital-raising via Venture Crowd, which is being led by tech VC expert Steve Maarbani, who is also a corporate lawyer and former PwC partner.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Social Media Campaign
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

I’ll Never Look At A Potato The Same: BMF’s Award-Winning Big Little Campaign For ALDI
10/07/2025
L-R: Sue Cato, Sally Cray, Adam Ferrier.
Women in Media National Conference Unveils ‘Crisis Comms’ Panel Tackling PR Disasters
10/07/2025
Square Unveils Next Chapter Of ‘Service Still Matters’ Campaign Via Sunday Gravy
10/07/2025
Equality Media + Marketing Wins Gold At 2025 Melbourne Design Awards For Queenstown Precinct
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?