Justin Timberlake and Jessica Biel become co-founders of fizzy drinks brand
Celebrity couple Justin Timberlake and Jessica Biel have joined forces, becoming co-founders of a soda brand projected to be worth $20 million by the time 2027 swings around.
Famous faces jumping into the drinks business is no rarity: Sabrina Carpenter recently became the face of Johnny Walker; Kim Kardashian launched her own energy drink with paraxanthine this year; Barron Trump went all-in on a Yerba Matebeverage; and his cousin released her own beverage flavour in honour of nostalgia.
Now, Timberlake, 45, and his wife Biel, 44, are trying their hand at drinks success.
It was announced earlier this week that the famous faces, who have been married since 2012, were boarding Proda, a company that specialises in protein soda.
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The couple joined existing co-founders and co-CEOs Matthew Postlethwaite and Jeff Church.
The former is a British actor whose short film, The Great Artist, qualified for consideration for the Live Action Short Film shortlist for the 93rd Academy Awards.
He came up with the idea for the protein soda after trying to get his grandmother to consume more protein.
In an interview with Taste Radio, he revealed she didn’t tend to get along with traditional shakes and supplements but did like soda.
“It took over two and a half years to develop,” he claimed.
Church, meanwhile, is a Harvard Business School graduate and industry veteran with more than 35 years’ worth of experience under his belt.
The quartet is joined at Proda by Joey Gonzalez, executive chairman and former CEO of Barry’s, as per The Hollywood Reporter.
In a joint statement, Timberlake and Biel said that the opportunity to help Postlethwaite and Church shape the brand, its products, and ‘where it goes next is what made this an exciting opportunity for us’.
“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 statement refers to cans of Proda containing 10 grams of protein per 12-ounce can, zero sugar and all-natural ingredients.
Seven flavours are currently available at places like Sprouts Farmers Market and Amazon, including Shirley Temple, classic orange strawberry lemonade, root beer, golden apple, and cherry lime.
Speaking to Forbes about her love for the brand, Biel said she often sneaks a can of Proda into her picky children’s lunchboxes.
“I stick this in my kids’ lunchbox and I breathe a sigh of relief knowing that, okay, he may not eat anything in this box, but if he drinks some of this, we’re doing good,” she explained.
Timblerlake echoed that his kids ‘love it’ and that his 11-year-old is known as the ‘PRODA king at school’.
“We feel like the grandmothers love it. I’ve watched my kids love it. We’ve seen the gym bros love it,” he added the publication.
Ella Scott