Bai Brands, Princeton, N.J, announced that Justin Timberlake will join its team as an investor and the brand’s first Chief Flavor Officer. The award-winning actor and musician will work closely with the Bai executive team on new flavor innovation, product launches, marketing campaigns and digital content, among other initiatives, the company says.

"I’ve been a fan of Bai for a long time and when I met Ben and his team, it became clear that I should be involved with this brand,” Timberlake said in a statement. “As a father and someone who is cautious about what my family and I consume, I love what Bai stands for. This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste.”

Bai Founder and Chief Executive Officer Ben Weiss added: “As an actor, a businessman and a father, Justin embodies the core values of Bai. His personal and professional success has been a result of his authenticity and tenacious spirit, traits that have been critical to our success as well. We are thrilled to have Justin join us in our mission to change the way the world drinks.”