Functional beverage brand PRODA has announced that Grammy and Emmy Award-winning entertainer Justin Timberlake and Emmy Award-nominated actress Jessica Biel have joined the company as co-founders.
The celebrity appointments pair the founders with existing co-founders and co-chief executive officers Matthew Postlethwaite and Jeff Church. In addition, Joey Gonzalez, executive chairman of Barry's, has joined the company as a co-founder, bringing fitness-culture expertise to the brand's leadership team.
The strategic additions are structured to accelerate PRODA's commercial footprint across retail grocery, club stores, and direct-to-consumer channels nationwide.
Proprietary Clear Whey Matrix and Nutritional Profile
Built on the premise that refreshment and nutrition can coexist within carbonated soft drinks, PRODA utilises a proprietary clear whey isolate matrix designed to eliminate the heavy, chalky mouthfeel historically associated with traditional sports nutrition shakes.
Each 12-ounce can delivers functional nutritional credentials within a zero-sugar formulation:
🥤 Protein Content: 10 grams of complete protein per serving derived from clear whey isolate.
🌿 Clean-Deck Standards: Formulated entirely with all-natural ingredients, zero sugar, and a crisp carbonated profile.
The portfolio currently encompasses four fruit-forward carbonated expressions:
🍊 Classic Orange: A traditional citrus profile capturing vibrant orange refreshment.
🍋 Lemon Lime: A crisp, zesty carbonated blend of lemon and lime notes.
🍓 Strawberry Lemonade: A sweet-and-tart fruit pairing combining ripe strawberry and tart lemon.
🍏 Golden Apple: An orchard-inspired fruit profile delivering crisp apple refreshment.
Retail Expansion
In their new roles, Timberlake and Biel will contribute directly to PRODA's long-term corporate growth, guiding creative strategy, flavour innovation, product development, and cultural partnerships.
"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," stated Biel and Timberlake. "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."
With expanded executive backing and fitness-industry expertise from Gonzalez, the brand aims to scale distribution across mainstream retail channels, positioning clear-whey functional soda as an accessible household staple for everyday consumers.
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