Justin Timberlake and Jessica Biel Jump in on Protein Craze in First Joint Business Venture

Justin Timberlake and Jessica Biel are adding some muscle to the protein craze.

The Hollywood power couple has joined Proda as company co-founders in a deal that marks their first joint venture. By boarding the company, Timberlake and Biel join existing co-founders and co-CEOs Matthew Postlethwaite and Jeff Church. The former is an actor, wellness entrepreneur and influencer while Church is a veteran of the beverage business who previously built Suja Organic.

The brand launched earlier this year, and is currently sold at grocery chain Sprouts Farmers Market and online at Amazon.com and on drinkproda.com. Alongside Timberlake, Biel, Postlethwaite and Church, the co-founder ranks are being bolstered by one more addition: Joey Gonzalez, executive chairman of Barry’s, is also joining with a skill set that includes operational scale and fitness-culture expertise.

According to Proda, Timberlake and Biel are charged with helping “shape Proda’s vision, including creative strategy, flavor innovation, product development and cultural partnerships.” The goal, the partners say, is to help make the soda brand a mainstream household staple across grocery, club and direct-to-consumer channels nationwide. Proda’s marketing draw is that it contains 10 grams of protein per each 12-ounce can with zero sugar and all natural ingredients. It’s currently offered in seven flavors including lemon lime, classic orange, cherry lime, strawberry lemonade, golden apple, Shirley Temple and root beer.

“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,” said Biel and Timberlake in a joint statement. “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.”

They’re not the only Hollywood stars to have jumped in on the protein craze. Khloe Kardashian backed Khloud popcorn line, Zac Efron serves as chief brand officer for Kodiak Cakes, Mark Wahlberg is in business with Performance Inspired, Patrick Schwarzenegger has MOSH with his mother, Maria Shriver, and more. Timberlake has notably dabbled in the beverage business in the past as an investor and campaign star for the brand Bai.