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

The couple, along with Joey Gonzalez and Guru Berry, joined protein drink brand Proda as founders, alongside current founders Matthew Postlethwaite and Jeff Church.

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

The Hollywood power couple joined as co-founders of Proda in what will be their first joint venture. In coming on board the company, Timberlake and Bale join co-founders and current CEOs Matthew Postlethwaite and Jeff Church. The former is an actor, health entrepreneur and influencer while Church is a beverage business veteran who previously founded Suja Organic.

The brand launched earlier this year and is currently sold at grocery chain Sprouts Farmers Market and online. Along with Timberlake, Bill, Postleth White and Church, the co-founder ranks are being bolstered by one more: Barry's CEO Joey Gonzalez is joining with a skill set that includes operational scale and expertise in fitness culture.

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According to Pruda, Timberlake and Bill are charged with helping "shape Pruda's vision, including creative strategy, flavor innovation, product development and cultural partnerships." The goal, the partners say, is to help transform the soft drink brand into a household staple across grocery, club and direct-to-consumer channels nationwide. Prod's marketing is that it contains 10 grams of protein per 12-ounce can with zero sugar and all natural ingredients. It is currently offered in seven flavors including Lemon Lime, Classic Orange, Cherry Lemonade, 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 makes this an exciting opportunity for us," Bill and Timberlake said in a joint statement. "Proda's nutritional benefits were just 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 get in on the protein craze. Khloe Kardashian endorses the Khloud popcorn line, Zac Efron is the brand manager of Kodiak Cakes, Mark Wahlberg is in business with Performance Inspired, Patrick Schwarzenegger has MOSH with his mother, Maria Shriver, and more. Timberlake has been prominently involved in the beverage business in the past as an investor and star of the Bai brand campaign.

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