The consumer brand plans to expand its portfolio beyond flavoured coffee while strengthening its online and offline distribution network
Zero-added-sugar beverage and consumer brand Sorry Sugar has appointed Palash Arneja as Founder and Chief Executive Officer as it prepares to expand its product portfolio and distribution network across online and offline channels.
Arneja had previously incubated Sorry Sugar with Wolfpack Labs and will now oversee its growth, product development, consumer strategy and expansion. He brings experience in building consumer businesses, having previously built BLA BLI BLU, which the company said scaled to Rs 1,000 crore in under a year.
“Palash, who built BLA BLI BLU from zero to a Rs 1,000 crore brand in under a year, brings strong expertise in building and scaling consumer businesses,” Sorry Sugar said in a statement.
Sorry Sugar currently operates in the flavoured coffee segment, with products positioned as zero-added-sugar beverages containing prebiotic fibre. The brand uses monk fruit as a sweetener and is looking to move beyond coffee into other everyday consumption categories. The company said Arneja will also lead its product innovation and consumer strategy as Sorry Sugar expands its portfolio. Its broader product strategy is focused on reducing added sugar across everyday consumption categories, with the brand positioning itself around what it describes as mindful indulgence for Gen Z.
As part of its next growth phase,Sorry Sugar plans to strengthen its presence across both digital and physical retail channels. The expansion is expected to accompany a wider product portfolio beyond its existing flavoured coffee offering.
