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Zero-added-sugar beverage brand Sorry Sugar has appointed Palash Arneja as its Founder and CEO. Arneja had earlier incubated the brand with Wolfpack Labs and will now lead its product, distribution and business growth strategy. The development follows the recent funding round of Sorry Sugar. Last month, it raised $1 million in a seed funding round led by the Dhanuka family and Amishi London. Arneja previously built BLA BLI BLU, which the company said scaled to Rs 1,000 crore in under a year. Before that, he was associated with Unikon.ai, Deloitte and HSBC. Sorry Sugar currently operates in the flavoured coffee segment, offering products positioned as zero-added-sugar, prebiotic and fibre-rich. The brand uses monk fruit as a sweetener along with prebiotic fibre. The company plans to expand its presence across online and offline channels and move beyond coffee into other everyday consumption categories. Arneja will oversee product development, market expansion and the broader business strategy as part of this expansion. Sorry Sugar was initially incubated with Wolfpack Labs. Under Arneja’s leadership, the company plans to build a broader portfolio focused on reducing added sugar in everyday consumption while expanding its presence in India.
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