Justin Timberlake & Jessica Biel Join Proda As Co-Founders

Justin Timberlake joined protein soda company Proda as a co-founder alongside Jessica Biel, taking on a role in the brand’s products and creative direction.

The couple’s arrival, announced Tuesday, expanded a team that also added Joey Gonzalez, executive chairman of the fitness company Barry’s. They joined original founders Matthew Postlethwaite and Jeff Church, the beverage entrepreneur who helped build Suja Juice.

Proda had already launched in April. The new partners joined as the company worked to reach more stores and customers nationwide, with Timberlake and Biel set to help guide flavors, product development and partnerships.

His work had already reached the brand’s look. Postlethwaite said he had worked closely with Timberlake on its visual identity, while Gonzalez described the singer as deeply involved in creative decisions.

“I have never seen him so committed to a job and something beyond his own musical career,” Gonzalez told Forbes.

The company sells 12-ounce cans with 10 grams of whey protein isolate and no sugar. Its current lineup has seven flavors. Sprouts Farmers Market and online sales were already part of the business before the announcement.

In a joint statement, Timberlake and Biel said, “We believe you shouldn’t have to choose between what tastes good and what’s good for you.”

Timberlake had taken a similar hands-on role in the drinks business a decade earlier. In October 2016, he invested in Bai and became its first chief flavor officer, overseeing new flavors, product launches, ads and digital content.

That partnership developed over several months after a mutual friend introduced him to founder Ben Weiss. Bai executive Alana Radmin said at the time that Timberlake had visited the company’s headquarters and become involved in its culture.

For Proda, the next step is wider distribution.

Church said the company expected about $4 million in revenue this year and projected roughly $20 million for 2027. Those figures were company forecasts, and most of its retail business has so far come through Sprouts.

The brand was also expanding through Earthbar, including its cafes inside Equinox clubs. Its new Cranberry Cheer flavor was scheduled to reach Sprouts nationally later this month.