Justin Timberlake and Jessica Biel are teaming up for their first joint business venture! The couple has joined protein beverage brand PRODA as co-founders, alongside existing co-founders and co-CEOs Matthew Postlethwaite and Jeff Church. Joey Gonzalez, executive chairman of fitness company Barry’s, has also joined the company as a co-founder.
Launched earlier this year, PRODA offers protein soda with 10 grams of protein per 12-ounce can, zero sugar and all-natural ingredients. The brand is currently available at Sprouts Farmers Market, on Amazon and through its official website.
As co-founders, Justin and Jessica will help shape the brand’s creative strategy, flavor innovation, product development and cultural partnerships as PRODA looks to expand nationwide. Justin has already been involved in shaping the brand’s evolving visual identity alongside Postlethwaite.
In an interview with Forbes, Justin shared his reaction to trying PRODA for the first time. “I tasted it for the first time and was like, ‘Wait, what is this?’” he recalled. When co-founder Jeff Church told him the drink contained 10 grams of protein and zero sugar, Justin said, “My mind just exploded.”
PRODA currently comes in seven flavors: Lemon Lime, Classic Orange, Cherry Lime, Strawberry Lemonade, Golden Apple, Shirley Temple and Root Beer.
In a joint statement shared with The Hollywood Reporter, Justin and Jessica explained what drew them to the partnership. “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. “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.”
This isn’t Justin’s first time getting involved in the beverage industry. He previously invested in Bai and appeared in campaigns for the brand. Now, he’s taking on a new venture with Jessica, marking their first time working together as business partners.