The Hollywood couple will help shape Proda’s products and creative strategy as the young brand tries to take protein soda mainstream.
Illustration: Inc.; Photos: Getty Images; Courtesy Proda
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A Hollywood couple is taking on its first joint business venture.
This week, protein soda startup Proda announced that Justin Timberlake and Jessica Biel will join the company as co-founders.
“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,” Biel and Timberlake said in a press release. “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.”
The press release added that, in their new roles as co-founders, Timberlake and Biel will advise on Proda’s creative strategy, flavor innovation, product development, and cultural partnerships.
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While Proda marks Timberlake and Biel’s first joint venture, both have experience in the beverage industry. In 2016, Timberlake became an investor and chief flavor officer at Bai and launched the 901 tequila brand. In 2021, Biel became a co-founder of Kinderfarms, which sells sells drinks for children, including plant-based protein shakes.
Both have previously cited a desire to prioritize their family’s health as the reason for stepping into the beverage industry.
“As a parent, I want to find products that are effective and also free of unnecessary artificial ingredients,” Biel said in a 2021 press release. “That’s why I am excited to be a part of the Kinderfarms family, a company that shares the same values when it comes to what we give our kids.”