Justin Timberlake and Jessica Biel Partner With Protein Soda Startup Proda

Industry Pulse News Desk · 2026-10-13

The celebrity couple has joined beverage startup Proda as equity partners to assist with product development and brand strategy.

Entertainer Justin Timberlake and actress Jessica Biel have joined protein soda company Proda to guide product development and creative strategy. The functional beverage startup announced the partnership as part of a broader effort to expand its retail footprint and reach mainstream consumers.

Under the terms of the agreement, Timberlake and Biel will take on roles as equity partners and creative directors. The pair will participate in flavor formulation, packaging design, and national promotional campaigns as the brand attempts to establish a presence in major retail channels.

Proda manufactures a line of carbonated drinks infused with dietary protein, positioning its products at the intersection of traditional sodas and functional health beverages. The brand aims to capture market share in a beverage landscape increasingly focused on low-sugar, high-protein alternatives to traditional soft drinks.

Company leadership indicated that high-profile celebrity partnerships are central to its strategy to stand out in a crowded market segment dominated by legacy soft drink manufacturers and established wellness brands. Proda plans to expand its distribution to national grocery chains and convenience stores in the coming quarters.

Financial terms of the transaction and the specific size of the equity stake acquired by Timberlake and Biel were not disclosed.