Justin Timberlake and Jessica Biel join Cumbrian actor's protein soda

Summarised from 2 outlets · Updated 16 Oct, 13:02 · Archive

Justin Timberlake and Jessica Biel have joined PRODA, a protein soda company co-founded by Cumbrian actor Matthew Postlethwaite.

Justin Timberlake and Jessica Biel have joined PRODA, a protein soda brand co-founded by Cumbrian actor Matthew Postlethwaite, best known for his role in Peaky Blinders. The couple joined as co-founders alongside Joey Gonzalez, executive chairman of international fitness brand Barry's.

Postlethwaite, who is now based in Los Angeles, launched PRODA after being inspired by his grandmother's health needs. He said: 'She was losing her hair, and her doctor had told her she needed more protein in her diet. I started thinking about how we could make getting protein easier, particularly for people who don't enjoy traditional protein shakes.' The result is a carbonated soft drink containing 10 grams of complete protein and zero sugar, designed to taste like a traditional fizzy drink.

Timberlake and Biel will help shape the brand's creative strategy, flavour innovation, product development and cultural partnerships. They said: '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. We believe you shouldn't have to choose between what tastes good and what's good for you.'

Postlethwaite said the business remains rooted in Egremont, where his family still lives. He described PRODA as 'one of the fastest selling beverage in its category'.

How it is being reported

• Justin Timberlake and Jessica Biel join Cumbrian actor's protein soda firmJustin Timberlake and Jessica Biel join PRODA, the protein soda brand co-founded by Cumbrian actor Matthew Postlethwaite, known for Peaky Blinders.Whitehaven News · 16 Oct, 12:29
• Justin Timberlake and Jessica Biel join Cumbrian actor's protein soda firmJustin Timberlake and Jessica Biel join PRODA, the protein soda brand co-founded by Cumbrian actor Matthew Postlethwaite, known for Peaky Blinders.Cumberland News · 16 Oct, 12:29

In this story: Justin Timberlake · Jessica Biel · Matthew Postlethwaite · Joey Gonzalez · PRODA · Barry's · Egremont

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