Justin Timberlake and Jessica Biel join PRODA as co-founders

Justin Timberlake and Jessica Biel have joined the protein soda brand PRODA as co-founders. This marks the couple’s first joint business venture. They will work alongside existing co-founders Matthew Postlethwaite, Jeff Church, and Joey Gonzalez, the Executive Chairman of Barry’s, to oversee flavor development, brand strategy, marketing, and national growth.

PRODA offers 12-ounce cans containing 10 grams of complete protein with zero sugar, utilizing a proprietary clear whey isolate matrix. The brand aims to expand from its current presence in Sprouts Farmers Market, Amazon, and direct-to-consumer channels into mainstream grocery and club retail markets. The couple stated that the decision was driven by the brand’s nutritional benefits and the goal of providing a product that balances taste with health.