Celebrities Justin Timberlake and Jessica Biel have joined Proda – which bills itself as the fastest-turning protein soda brand in America – as co-founders, the latest celebrity entry into the fast-growing functional beverage space.
The pair teams up with co-founders and co-CEOs Matthew Postlethwaite, the actor and wellness entrepreneur known for “Peaky Blinders,” and beverage industry veteran Jeff Church, co-founder of Suja Juice. Timberlake and Biel will help shape the brand’s creative strategy, flavor innovation, product development and cultural partnerships, with the stated goal of taking Proda from functional soda upstart to household staple in grocery, club and direct-to-consumer channels nationwide. Joey Gonzalez, executive chairman of fitness chain Barry’s, also joins as a co-founder.
“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 joint statement. “We believe you shouldn’t have to choose between what tastes good and what’s good for you.”
Each 12-ounce can has 10 grams of complete protein with zero sugar and all-natural ingredients, using a proprietary clear whey isolate the company says avoids the chalky texture of traditional protein drinks. The brand offers seven nostalgia-leaning flavors: Shirley Temple, Strawberry Lemonade, Golden Apple, Cherry Lime, Lemon Lime, Classic Orange and Root Beer.
Following its 2026 launch, Proda rolled out nationally at Sprouts Farmers Market and sells through Amazon and its own website.
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