Timberlake and Biel Have Joined Proda as Co-founders
The celebrity couple joined the beverage company to help lead creative strategy and expand the brand nationwide.
Updated on Oct. 13, 2026 in Consumer Goods
Live Poll
Do you consider celebrity involvement when deciding to try a new food or beverage brand?
Justin Timberlake and Jessica Biel have joined Proda as co-founders to help guide creative strategy, flavor innovation, and product development. Fitness industry leader Joey Gonzalez has also joined the company as a co-founder to oversee operational scaling.
Why it matters
The partners aim to leverage their collective influence and industry expertise to transform the beverage brand into a mainstream household staple across the country.
Proda beverages feature 10 grams of protein per 12-ounce can with zero sugar content. The product line currently includes 7 distinct flavors available for purchase.
The players
Justin Timberlake
An American singer, songwriter, and actor who is now a co-founder and creative strategist for the Proda beverage brand.
Jessica Biel
An American actress and producer who has joined Proda as a co-founder focusing on creative direction and brand innovation.
Joey Gonzalez
A fitness industry executive known for his operational expertise who joined Proda to help lead the company's expansion.
The details
The new co-founders plan to focus on brand partnerships and cultural integration while maintaining the existing product lineup. Proda is currently sold through Amazon.com, Sprouts Farmers Market, and the company's direct-to-consumer website.
Timeline
The Proda brand was officially launched in 2026.
Market Landscape
This move follows the industry trend where emerging consumer brands leverage high-profile partnerships to compete with established beverage giants. It positions Proda to accelerate its growth by utilizing the personal brand equity of its new leaders against rivals in the functional drink space.
Average consumers can expect Proda to maintain its current distribution through Sprouts Farmers Market and Amazon.com as the new team begins its work. There have been no immediate changes to product pricing or the availability of the brand's seven existing flavors.
The takeaway
Consumers should keep an eye on potential new flavor releases as the brand shifts toward a more aggressive national expansion strategy. The addition of new leadership may also signal future changes to the company's retail footprint and availability in local grocery stores.
Further reading
For more information on the evolving retail market, visit the Consumer Goods section.
More information
For more information on the product line, visit the Proda official website.
Live Poll
Do you consider celebrity involvement when deciding to try a new food or beverage brand?
