New Delhi | Oct 07: SORRY SUGAR, the new-age zero-added-sugar beverage and consumer brand, has announced the appointment of Palash Arneja as Founder & Chief Executive Officer, marking a significant step in the brand’s next phase of growth. The appointment comes amid strong early consumer traction and growing demand for better-for-you products that do not compromise on taste or experience.
Palash Arneja, who built BLA BLI BLU from zero to a ₹1,000 crore brand in under a year, brings proven experience in building and scaling consumer businesses. Having initially incubated SORRY SUGAR together with Wolfpack Labs, Palash will now take on a larger leadership role in shaping the brand’s vision, product innovation and growth strategy.
At the heart of SORRY SUGAR is a simple philosophy: “Break up with sugar, not the sweetness.” The brand aims to make zero-added-sugar choices more mainstream by combining indulgent taste with a more mindful product proposition.
SORRY SUGAR uses monk fruit, a naturally derived sweetener, along with prebiotic fibre, to create beverages and products that bring together taste, convenience and better-for-you choices for a new generation of consumers.
Palash Arneja, Founder & CEO, SORRY SUGAR, said:
“Consumers shouldn’t have to choose between health and taste. That belief sits at the heart of SORRY SUGAR. We want to make zero-added-sugar choices accessible, mainstream and genuinely enjoyable. The opportunity is much larger than a single product or category – we are on a mission to change how India consumes sweetness.
Our vision is to build SORRY SUGAR into one of India’s most exciting new-age consumer brands, with the ambition to take it global.”
Palash’s appointment comes as SORRY SUGAR prepares for accelerated expansion, bringing brand, product, distribution and business growth under a unified strategy while building a distinct identity in India’s fast-evolving better-for-you consumer market.
His experience building BLA BLI BLU brings hands-on expertise in scaling a new-age consumer business – from identifying consumer insights and building cultural relevance to driving distribution, execution and growth at pace.
SORRY SUGAR currently operates in the flavoured coffee category, with a range that is zero added sugar, prebiotic and fibre-rich. Moving forward, the company will focus on expanding across online and offline channels, while taking its core philosophy beyond coffee and into other everyday consumption categories.
The company’s larger ambition goes beyond replacing sugar in a single category. SORRY SUGAR aims to build a broader consumer platform around products that preserve the sweetness and experiences people love while eliminating added sugar from everyday consumption.
The ambition is clear: to redefine how India consumes sweetness – by killing the sugar, not the sweetness.