The News
Proda, a lifestyle protein-infused soda, has launched exclusively at Sprouts Farmers Market. Co-founded by Matthew Postlethwaite and Jeff Church, the product aims to make protein more approachable for everyday consumers. The drink features complete protein and is designed to be enjoyed as a daily ritual or guilt-free soda alternative.
The Takeaway
- Fitness Niche Shift: Proda is breaking away from traditional protein drinks that focus on muscle-building, instead targeting a broader audience with a refreshing soda-like product. This move could redefine how protein beverages are marketed and consumed.
- Celebrity Credibility Boost: Co-founder Matthew Postlethwaite, known for his role in Peaky Blinders, brings celebrity appeal to the brand, which may help attract consumers who might not typically consider protein drinks as part of their daily routine. His involvement adds a layer of trust and relatability.
- Product Development Rigor: The team spent over 1,000 hours perfecting Proda’s flavor, showing a commitment to quality that could set it apart in a market where taste often takes a backseat to functionality.
Original Press Release
Proda debuts as an all-natural protein-infused soda that aims to push protein beyond the fitness niche and into the lives of everyday people.
Co-founded by Matthew Postlethwaite, wellness entrepreneur and actor best known for his role in Peaky Blinders, and Jeff Church, co-founder and former CEO of Suja Juice, Proda is bringing protein to wider audiences—to be enjoyed as a daily ritual or a guilt-free soda swap during meals, and anything in between.
“After witnessing the health journeys of my family and through my experience in working with a variety of protein brands, my intention behind building Proda centered on making protein more approachable to all ages,” says Matthew Postlethwaite, co-founder and co-CEO of Proda. “Leading with crisp and refreshing flavor, we made sure Proda delivers the purest, complete protein on the market. It took us nearly a year and a half, with over 1,000 hours, to perfect every detail and ensure craveable taste—because if it doesn’t taste amazing, none of the rest matters.”
“Traditional protein beverages and emerging protein soda brands have over-indexed on the fitness and muscle-building space, and Proda wants to turn that paradigm on its head. We believe that tomorrow’s protein category won’t be built on more; rather, it will be built on the best,” says Jeff Church, co-founder and co-CEO of Proda. “Most consumers want to move toward being a little bit healthier, but they don’t want to be punished by a poor-tasting product or they just won’t repeat their purchase. We’ve spent tremendous time and effort to ensure Proda is best in class regarding taste and benefits.”
Sprouts Farmers Market has signed on as Proda’s exclusive national launch partner, offering Sprouts customers first access in retail stores. “At Sprouts, innovation and health are at the heart of everything we do, and we’re always looking for partners who are redefining what better-for-you can mean,” says Kim Coffin, chief forager at Sprouts Farmers Market. “Proda is exactly the kind of bold, forward-thinking brand we’re excited to support—bringing together elevated nutrition, craveable flavor, and everyday functionality. We’re proud to help introduce emerging products like Proda to shoppers nationwide while continuing to lead the way in discovering what’s next in wellness.”
Each 12-oz can of Proda delivers clean ingredients including 10g of clear whey protein isolate, 3g of fiber, zero sugar, natural sweeteners, zero lactose, and is gluten- and caffeine-free, with approximately 45 calories.
Proda’s flavor lineup includes seven nostalgic-meets-modern flavors: Classic Orange, Shirley Temple, Cherry Lime, Strawberry Lemonade, Lemon Lime, Golden Apple, and Root Beer.
Proda will be available on Sprouts Farmers Market shelves nationwide on April 1, 2026, for $3.49 per can, as well as at DrinkProda.com, Amazon, and TikTok Shop.
Source: BevNET