Justin Timberlake is one of those people that seems to be able to do everything. He’s an extremely talented musician who can hold his own in several genres; he dances like no other; and he’s even a really solid actor. Not to mention, JT has nailed every SNL he’s hosted because he’s hilarious. Now the multi-hyphenate is adding yet another impressive (and intriguing) title to his resumé: Chief Flavor Officer.
But it’s not as strange as it sounds: it’s all part of his new business endeavor as an investor in the beverage brand Bai
Bai was founded in 2009 and makes products focusing on natural ingredients with antioxidant properties, fruit infusions, and low calories. Apparently, Timberlake likes the brand and after he met the company’s founder and CEO Ben Weiss, he decided to invest.
According to BevNET, Vice President of Communications for Bai Alana Radmin said the partnership was months in the making, and that Timberlake is a great representative of the brand’s target demographic: basically, older millennials.
Radmin also illuminated Timberlake’s “chief flavor officer” title: he’s going to be involved in flavor innovation, in addition to marketing campaigns and digital content. He’s also apparently visited the company’s headquarters.
Clearly, everyone involved is super excited about the JT+Bai partnership, and we think they’ll make a delicious (see what we did there?) pair.