Brands of all kinds – cereals, snacks, soft drinks – are adding protein to their products as consumers are incorporating more protein into their diets.
One story said, “Nearly half of adults (48%) are actively looking for more protein in their diets.” Reported by Food Dive. Food Dive, citing a report by Circana, said this number has increased by 7 percentage points by 2025.
Proda, expected to be launched in early 2026, is one of the brands seeking a share of the protein market.
The article states, “Protein soda brand Proda is adding Justin Timberlake and Jessica Biel as co-founders as the emerging company looks to break into the mainstream market.”
Proda is hoping that her star power will help sell the product, which is currently Comes in seven flavors: Classic Orange, Cherry Lime, Strawberry Lemonade, Lemon Lime, Golden Apple, Root Beer and Shirley Temple.
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The Hollywood Reporter quoted Timberlake and Biel, who have been married since 2012, as saying: “We believe you shouldn’t have to choose between what you feel good about and what’s good for you.”
Food Dive reported that the drink contains 10 grams of whey protein per 12-ounce serving, which “captures consumers’ growing interest in protein, but in a lighter format than traditional protein shakes”.
Actor Matthew Postlethwaite was also named a co-founder.
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