Why Celebrity Duo Justin Timberlake and Jessica Biel Are Betting on Protein Soda
Los Angeles, Sunday, 18 October 2026.
Pop star Justin Timberlake and actress Jessica Biel joined protein soda brand Proda as co-founders. The startup forecasts $20 million in revenue by 2027, signaling strong functional beverage demand.
Celebrity Co-Founders Enter Functional Beverage Market
Pop star Justin Timberlake and actress Jessica Biel have officially joined functional drink startup Proda as co-founders, marking a significant development in the celebrity beverage investment landscape [1][2]. The announcement, confirmed in October 2026, positions the couple alongside existing co-founders Matthew Postlethwaite, Jeff Church, and Joey Gonzalez [1][3]. Proda, which operates as a private entity without a public ticker symbol, launched nationally in April 2026 through Sprouts Farmers Market [1][2]. The strategic investment highlights accelerating consumer demand in the functional food and beverage sector, where high-protein, low-sugar alternatives are increasingly capturing market share from traditional soft drinks [1][5]. Timberlake and Biel will focus on creative strategy, product development, flavor innovation, and cultural partnerships as the brand prepares for broader national expansion [1][3].
Product Specifications and Market Velocity
Each 355 ml can of Proda contains 10 grams of complete protein from clear whey isolate, zero sugar, and all nine essential amino acids [1][4]. The formulation utilizes a clear whey protein designed to deliver protein without the thick, milky texture typically associated with protein shakes [4][5]. According to Circana data for the period ending July 31, 2026, Proda ranked No. 1 among protein sodas in unit velocity, measuring units sold per store per week [1][2]. Available flavors include Strawberry Lemonade, Golden Apple, Cherry Lime, Lemon Lime, Classic Orange, Root Beer, and Shirley Temple [1][3]. The brand has sold close to a million cans since launching, indicating strong initial consumer adoption [5].
Financial Projections and Distribution Expansion
Proda is forecasting approximately $4 million in revenue for 2026 and projects $20 million in revenue for 2027 [1][2]. This forecast represents a projected growth rate of 400 percent from 2026 to 2027 [1]. To support this growth, the company is expanding distribution across Earthbar’s full footprint, including cafés inside Equinox clubs [1]. Additionally, a new holiday flavor, Cranberry Cheer, is scheduled to launch nationally at Sprouts in October 2026 [1][3]. The brand currently sells through Sprouts Farmers Market, Amazon, and its own website, drinkproda.com [2][3].
Industry Context and Strategic Positioning
The investment occurs amidst a surge in celebrity beverage investments, though industry analysts note that product viability often outweighs fame in the current market [4][5]. Unlike some previous celebrity ventures that relied on white-label products, Proda’s co-founders spent 18 months and 1,000 hours on research and development to solve formulation challenges such as cloudiness and texture [4]. Jeff Church, co-founder of Proda and Suja Juice, brings significant consumer packaged goods experience to the venture [2][4]. This focus on product-first development aims to ensure repeat purchases driven by velocity rather than initial celebrity hype [4][5]. The move underscores a shift where celebrity involvement is paired with established industry expertise to mitigate market risks [4][5].