Cry Me A River hitmaker Justin Timberlake has teamed up with beverage company Bai Brands, the makers Bai, Bai Bubbles and Antiwater, to become its Chief Flavor Officer.

Timberlake will work with the brand to star in campaigns, launch digital content, and attend events, and commented '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. 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'.