Justin Timberlake and Jessica Biel have officially entered the functional beverage market, joining the protein soda startup PRODA as co-founders. Announced on Oct. 13, 2026, the partnership marks the married Hollywood couple’s first joint business venture. The pair will work alongside the Los Angeles-based company’s existing leadership to steer flavor development, product design, creative strategy, and cultural partnerships as the brand seeks wider retail distribution across the United States.

By boarding the fledgling beverage company, Timberlake and Biel join existing co-founders and co-CEOs Matthew Postlethwaite and Jeff Church. While early promotional sequencing initially framed the couple as joining the original duo, company press materials and coverage from Forbes clarify that the founding roster now includes five partners, with Barry’s executive chairman Joey Gonzalez also boarding as a co-founder to guide operational scale and fitness-sector outreach.

A Fizzier Approach to Protein Supplementation

PRODA launched earlier in 2026 with a direct pitch to beverage shoppers: merge the crisp carbonation and nostalgic taste of classic soft drinks with the macronutrient profile of a post-workout supplement. According to the Los Angeles Times, each 12-ounce can contains 10 grams of protein, zero grams of sugar, and all-natural ingredients.

For decades, ready-to-drink protein beverages have been dominated by thick, dairy-heavy shakes formulated to mimic chocolate or vanilla milkshakes. While effective for muscle recovery, that viscous, chalky mouthfeel often limits their appeal as an everyday refreshment paired with meals. To bypass that heavy texture, PRODA utilizes what the company describes as a proprietary clear whey isolate matrix. While company materials market the formulation as 10 grams of complete protein, industry reporting from Food Dive specifies the ingredient as whey protein or whey protein isolate, and public reporting has not yet provided independent laboratory testing substantiating the complete-protein claim.

The beverage is formulated to drink like a standard soda rather than a gym supplement. While an excerpt on the PRODA press page highlights five core varieties, reporting from The Hollywood Reporter notes that the brand currently offers seven flavors: Shirley Temple, Root Beer, Classic Orange, Lemon Lime, Cherry Lime, Strawberry Lemonade, and Golden Apple. A seasonal eighth option, Cranberry Cheer, was also slated for a national rollout at Sprouts Farmers Market later in October 2026, though retail verification of that launch remains pending.

In a joint statement explaining their involvement, Biel and Timberlake said, “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. 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.”

From Family Need to Retail Shelves

The concept for a carbonated protein beverage originated far from the typical Southern California corporate food lab. Postlethwaite, a British actor known for his role in “Peaky Blinders” who grew up in Egremont, Cumbria, developed the idea after watching a family member struggle with dietary adjustments. According to Whitehaven News, Postlethwaite’s grandmother was experiencing hair loss, prompting her physician to recommend increased daily protein intake.

“I started thinking about how we could make getting protein easier, particularly for people who don’t enjoy traditional protein shakes,” Postlethwaite said. After relocating to Los Angeles, he partnered with Church, a seasoned beverage executive who previously co-founded the cold-pressed juice brand Suja Organic.

Since debuting earlier in 2026, PRODA has established a national retail footprint at Sprouts Farmers Market locations across the United States, alongside direct-to-consumer sales on Amazon and its own website. In its October announcement via PR Newswire, the company described itself as the “#1 fastest-turning protein soda brand,” with British press citing IRI retail data. However, available reporting does not specify the exact measurement period, store count, or competing brand set used to establish that velocity ranking.

Financially, the startup is projecting rapid growth as it pushes into conventional grocery, club stores, and fitness venues, including a planned expansion into Earthbar cafes inside Equinox fitness clubs. Church projected approximately $4 million in revenue for 2026 and expects that figure to reach roughly $20 million in 2027. Those numbers represent internal company projections rather than audited, realized sales.

The Celebrity Push Into Functional Nutrition

Timberlake and Biel are entering a crowded field of A-list investors and founders trying to capitalize on American consumers’ heightened focus on protein intake. What was once the strict domain of bodybuilders has migrated into the center aisles of the supermarket, with shoppers seeking added protein in everyday snacks, breakfast foods, and soft drinks.

Several high-profile entertainers have recently staked claims in the category. Khloe Kardashian backed the protein-fortified popcorn brand Khloud, Zac Efron serves as chief brand officer for the whole-grain and protein food company Kodiak Cakes, Mark Wahlberg co-founded the sports nutrition line Performance Inspired, and Patrick Schwarzenegger launched the brain-health protein bar brand MOSH alongside his mother, Maria Shriver. For Timberlake, the venture marks a return to the functional drink aisle; he previously served as an investor and promotional partner for the antioxidant beverage brand Bai.

What It Means for Beverage Shoppers

For everyday consumers, PRODA’s expansion signals a broader shift in how functional beverages are formulated and sold. As shoppers look to cut refined sugars without sacrificing the sensory satisfaction of a cold, fizzy afternoon drink, beverage makers are moving beyond prebiotic fibers and adaptogens—which dominated the better-for-you soda wave over the past five years—to focus squarely on macronutrients.

Still, industry analysts note that bridging the gap between initial curiosity and repeat grocery purchases is difficult. As Inc. and beverage trade observers point out, protein soda remains an emerging subcategory. To become a household staple, clear whey sodas must prove to skeptical palate testers that they can deliver true soft-drink crispness without the astringent aftertaste that has historically plagued clear protein isolates.

Frequently Asked Questions

How much equity or operational control do Timberlake and Biel hold?

While PRODA officially named Timberlake and Biel as co-founders tasked with guiding flavor development, creative direction, and cultural partnerships, the company has not disclosed their financial investment, equity stakes, compensation structures, or formal board governance rights.

How does protein soda differ from a traditional protein shake?

Conventional ready-to-drink protein shakes rely on standard dairy or plant proteins that create a thick, opaque, milk-like liquid, typically offering 20 to 30 grams of protein per serving. PRODA uses an acidified clear whey protein isolate that dissolves transparently in carbonated water, delivering a lighter, crisp texture with 10 grams of protein and zero sugar per 12-ounce can.

Where can shoppers buy PRODA?

The beverage is currently stocked nationwide at Sprouts Farmers Market stores and is available for online purchase through Amazon and the company’s direct website. The brand has also announced plans to expand into Earthbar locations within Equinox fitness clubs.

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