Proda, a protein soda brand, has recently welcomed Justin Timberlake and Jessica Biel as co-founders in an effort to expand into the mainstream market. The company, established earlier this year, offers a beverage with 10 grams of whey protein per 12-ounce serving, catering to the increasing consumer demand for protein in a more refreshing format than traditional protein shakes.
Competing with other sparkling protein options like Premier Protein and C4 Energy, Proda’s products can be found at Sprouts Farmers Market, Amazon, and their own e-commerce website. The brand’s sugar-free sodas come in seven flavors including Shirley Temple, strawberry lemonade, golden apple, cherry lime, lemon lime, classic orange, and root beer.
By enlisting celebrity co-founders like Timberlake and Biel, Proda aims to differentiate itself and reach more mainstream outlets such as clubs and grocery stores. Studies have indicated that consumers are more inclined to try new products when endorsed by a celebrity.
In addition to Timberlake and Biel, co-founders and co-CEOs Jeff Church and actor Matthew Postlethwaite, Proda has also brought on Joey Gonzalez, executive chairman of Barry’s, to provide operational scale and fitness culture expertise. The growing demand for protein in diets has prompted many companies to reformulate their products to include more protein.
The beverage market’s association with protein from protein shakes has made it conducive for innovation, while the functional soda market has seen opportunities for growth and development. Mainstream soda companies have been acquiring better-for-you brands or enhancing their own portfolios to meet consumer demands. Another celebrity-backed brand, Stiller’s Soda, has also entered the better-for-you soda market.