Singer Justin Timberlake and actor Jessica Biel have joined Proda, a protein-infused soda brand, as co-founders, according to the company's announcement on October 14, 2026, reported by trade outlet PorchDrinking and confirmed by Food Dive. The couple joins existing co-founders Matthew Postlethwaite, an actor known for "Peaky Blinders," and beverage entrepreneur Jeff Church, who previously co-founded Suja Juice.
Joey Gonzalez, executive chairman of the fitness brand Barry's, also joined as a co-founder in the same announcement, according to Food Dive and PorchDrinking. The expanded founding group is intended to combine entertainment reach, beverage-industry experience and fitness-culture credibility.
What is Proda and how it started
Proda is a carbonated, protein-infused soda that launched nationwide earlier in 2026 through Sprouts Farmers Market and Amazon, according to Food Dive and BeverageDaily. Each 12-ounce can contains 10 grams of whey protein isolate, about 3 grams of fiber and zero sugar, and is free of lactose, gluten and caffeine, with roughly 45 calories per can, BeverageDaily reported.
Church and Postlethwaite spent more than 18 months and roughly 1,000 hours on research and development, BeverageDaily reported, with the main technical challenge being how to keep protein from breaking down, clouding or creating off-flavors once it was carbonated. The team settled on a clear whey protein isolate to preserve clarity and texture, according to BeverageDaily.
Role of Timberlake and Biel
According to PorchDrinking, Timberlake and Biel said they wanted to help shape Proda's products and future direction, and that the brand's nutritional profile was an important part of their decision to join; they said they see no reason taste and nutrition should be mutually exclusive.
According to Food Dive, Timberlake and Biel will assist with Proda's creative strategy, flavor innovation, product development and cultural partnerships, rather than taking on day-to-day operating roles, which remain with Postlethwaite and Church as co-chief executives.
Product lineup and distribution
Proda currently comes in seven flavors: Classic Orange, Shirley Temple, Cherry Lime, Strawberry Lemonade, Lemon Lime, Golden Apple and Root Beer, according to both Food Dive and PorchDrinking. The drink is sold at Sprouts Farmers Market, on Amazon and through the brand's own site, drinkproda.com, with the company saying it aims to expand into broader grocery and club-store retail, Food Dive reported.
Why protein soda is a growing category
Food Dive cited data showing nearly 48% of American adults are actively seeking more protein in their diets, a trend companies across the beverage and food industry are trying to capture. Church, quoted by BeverageDaily, framed the category's ambition directly: "Protein soda will be what energy drinks were to soda for the past 20 years." BeverageDaily also reported Church's figures that 60% of adult consumers already take a protein supplement and 50% of adults drink soda, framing Proda as aimed at the overlap between those two habits.
According to BeverageDaily, Church also said the company's near-term goal was durability rather than a quick spike in sales, describing an aim to build a brand with lasting appeal rather than short-term hype.
Proda at a glance| Detail | Figure/Fact |
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| Protein per 12 oz can | 10g whey protein isolate |
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| Sugar | Zero sugar |
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| Calories per can | About 45 |
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| Flavors | 7 (Classic Orange, Shirley Temple, Cherry Lime, Strawberry Lemonade, Lemon Lime, Golden Apple, Root Beer) |
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| Initial retail | Sprouts Farmers Market, Amazon, drinkproda.com |
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| New co-founders announced | Oct. 14, 2026: Timberlake, Biel, Joey Gonzalez |
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