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Justin Timberlake is chief flavor officer for Bai Brands

October 27, 2016

Celebrity singer Justin Timberlake is now chief flavor officer for beverage newcomer Bai Brands and will help direct product development and marketing efforts. The singer has been a fan of Bai since the start-up hit the beverage scene, according to a Fortune report.

"This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste," Timberlake said.

The report noted that Timberlake, a millennial, is exactly the customer demographic the company is aiming to reach.