Justin Timberlake and Jessica Biel join protein soda brand PRODA as co-founders

The couple will help shape the American drinks company's creative direction, product development and expansion as it looks to bring protein soda into the mainstream.

Justin Timberlake and Jessica Biel have joined American protein soda brand PRODA as co-founders, taking an active role in the company's plans to expand across the United States.

The Grammy Award winning musician and actress will work alongside existing co-founders and co-chief executives Matthew Postlethwaite and Jeff Church, contributing to creative strategy, flavour innovation, product development and cultural partnerships.

The announcement follows PRODA's launch earlier this year, as the company seeks to establish protein enriched soft drinks as an everyday alternative to traditional soda.

Bringing protein into everyday refreshment

PRODA was developed around the idea that consumers should not have to choose between the familiar taste of a carbonated drink and additional nutritional benefits.

Each 12 ounce can contains 10 grams of complete protein, zero sugar and ingredients the company describes as natural.

Using a proprietary clear whey isolate formulation, the brand aims to avoid the thick consistency commonly associated with traditional protein shakes.

Its seven flavours include Shirley Temple, Strawberry Lemonade, Golden Apple, Cherry Lime, Lemon Lime, Classic Orange and Root Beer.

The range reflects a wider shift in the drinks industry towards functional beverages, as brands explore ways of incorporating ingredients traditionally associated with sports nutrition into everyday products.

A new chapter for Timberlake and Biel

For Timberlake and Biel, the partnership goes beyond a conventional celebrity endorsement.

The couple will participate in shaping the brand's future, including its creative identity and product offering.

"The opportunity to work with Matthew and Jeff in shaping the brand, its products and where it goes next is what made this an exciting opportunity for us," they said in a joint statement.

"PRODA's nutritional benefits were equally as important. We believe you shouldn't have to choose between what tastes good and what's good for you."

Also joining the business as a co-founder is Joey Gonzalez, executive chairman of fitness company Barry's, bringing experience from the fitness and wellness sector.

Plans for national expansion

Since launching in 2026, PRODA has secured distribution through Sprouts Farmers Market and developed its online presence through Amazon and direct sales.

The company describes itself as America's fastest turning protein soda brand, although it has not supplied comparative sales figures to substantiate that ranking.

Its next priority is to expand distribution across grocery stores, warehouse clubs and online channels, bringing its products to a wider American audience.

The involvement of Timberlake and Biel gives PRODA two internationally recognised figures at a formative stage in its development.

As demand for functional drinks continues to shape product innovation, the company is betting that consumers will embrace protein in a format more commonly associated with traditional soft drinks.

For PRODA, the ambition is straightforward: to make protein soda a regular fixture in American refrigerators rather than a product reserved for fitness enthusiasts.