Traditional soda has long faced criticism for its sugar content and limited nutritional benefits. Now, beverage companies are looking for ways to give consumers familiar flavors while adding ingredients such as protein and prebiotic fiber.
Major players, including Coca-Cola, PepsiCo, and Nestlé, have been expanding their beverage portfolios as competition in the better-for-you drinks market grows. Smaller brands are also looking to capitalize on consumer interest in beverages that offer more than just refreshment.
Now, a protein soda brand is bringing two high-profile celebrities into its founding team as it looks to reach more consumers.
PRODA, a better-for-you protein soda co-founded by actor and wellness entrepreneur Matthew Postlethwaite and beverage industry veteran Jeff Church, announced a new partnership that could help expand its reach.
Justin Timberlake and Jessica Biel become co-founders of PRODA
Actor and singer Justin Timberlake and actress Jessica Biel have joined PRODA as co-founders, the company announced on Oct. 13.
The couple will help shape the brand’s creative strategy, flavor innovation, product development, and cultural partnerships as PRODA works to expand its presence across grocery, club, and direct-to-consumer channels nationwide, according to the company announcement.
“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,” Timberlake and Biel said in a joint statement.
Timberlake and Biel are entering a competitive market in which celebrities have increasingly become involved in beverage businesses.
Dwayne “The Rock” Johnson co-founded ZOA Energy, Michelle Obama and Stephen Curry co-backed PLEZi Hydration, Kim Kardashian co-founded Update, and Logan Paul co-founded PRIME.
Their involvement reflects a broader effort by beverage brands to pair recognizable personalities with products designed to appeal to consumers who are seeking alternatives to traditional soft drinks.
Soda rivals invest in the functional beverage market
PRODA is entering a category that has attracted investment from some of the beverage industry’s largest companies.
One example is Coca-Cola (KO). The company is preparing to conduct a regional test of prebiotic versions of Coca‑Cola Zero Sugar, Sprite Zero Sugar, and Fresca beginning in late October 2026. The products are formulated with 6 grams of prebiotic fiber and zero sugar, according to the company’s announcement.
The limited-time pilot is planned for parts of New York, New Jersey, and Pennsylvania as Coca‑Cola evaluates consumer response.
PepsiCo (PEP) has also made a significant investment in the category. The company completed its acquisition of prebiotic soda brand Poppi in May 2025 for $1.95 billion, according to its acquisition announcement.
PepsiCo subsequently introduced Prebiotic Cola, a Pepsi product formulated with 5 grams of cane sugar and 3 grams of prebiotic fiber, with no artificial sweeteners and 30 calories per can. The company described the launch as its first major innovation in the traditional cola category in 20 years, according to its product announcement.
Nestlé (NSRGY) has also explored opportunities in the functional beverage market. In 2025, the company partnered with the Unwell Network, founded by podcast host Alex Cooper, to launch Unwell Beverage Co. The brand has since shut down.
However, the closure has not removed Nestlé from the broader beverage market. The company offers products such as Pure Life Soda Plus, a sparkling beverage with zero sugar and added vitamins. Its broader portfolio also includes established brands such as Vital Proteins and Sanpellegrino Crafted Soda Italiana.
The companies are pursuing different approaches, from acquiring established brands to introducing new products under familiar names. For PRODA, the challenge will be establishing a place in the market alongside companies with much larger distribution networks and existing customer bases.
Why companies are entering the better-for-you soda market
The financial opportunity extends beyond individual product launches.
Grand View Research valued the global functional drinks market at $164.7 billion in 2025 and projects that it will reach $315.9 billion by 2033. The research firm forecasts a compound annual growth rate of 8.5% from 2026 through 2033, with North America accounting for the largest share of revenue in 2025.
Here’s some of my previous coverage of functional beverages:
- Popular beverage chain closing multiple locations nationwide
- Popular beverage brand faces another controversy
- Pepsi and Coca-Cola rival brings SpongeBob to healthy soda
The firm also reported that protein influences more than two-thirds of consumers when they select sports and energy drinks. Although that finding does not measure demand for protein soda specifically, it points to the importance of protein in purchasing decisions within related beverage categories.
PRODA is betting that consumers will be interested in getting protein from a carbonated drink rather than relying exclusively on traditional protein shakes or other supplements.
According to the company’s website, each 12-ounce can contains 10 grams of whey protein isolate, 0 grams of sugar, and 40 calories. The company describes its ingredients as all-natural and says its formulation is designed to deliver protein without the thick texture associated with many traditional protein beverages.
The brand offers seven flavors: Lemon Lime, Classic Orange, Cherry Lime, Strawberry Lemonade, Golden Apple, Shirley Temple, and Root Beer.
While PRODA provides consumers with an option to add protein to their everyday beverages, the product’s nutritional specifications alone do not demonstrate that it is healthier overall than competing drinks.
How PRODA compares with the competition
PRODA is available through its official online store, Amazon, and Sprouts Farmers Market, according to the company.
A 12-count case is listed at $39.95 on PRODA’s website, equivalent to approximately $3.33 per can before taxes, shipping charges, or discounts.
That price is an important consideration for consumers comparing protein beverages and functional sodas. Brands such as Poppi and Olipop offer alternatives at lower price points, although their formulations and nutritional profiles differ from PRODA’s.
PRODA’s combination of carbonation and protein gives it a distinct selling point, but consumers weighing their options may also want to compare sugar content, calories, ingredients, serving sizes, and cost per can.
The brand’s expanding retail presence could help it reach more consumers, while partnering with Timberlake and Biel may increase awareness. However, repeat purchases will depend on whether shoppers find the product’s taste, price, and nutritional profile compelling enough to justify buying it regularly.
Related: Coca-Cola and Pepsi rival shuts down