People.com Celebrity Parents Jessica Biel Launches New Wellness Brand to Create Products She Can 'Really Stand Behind as a Mom' The actress, producer, and mom of two co-founded Kinderfarms, a health and wellness brand for families By Julie Jordan Julie Jordan Instagram Twitter Julie Jordan is an Editor at Large for PEOPLE. She has been with the brand for 25 years, holding various roles in the Los Angeles Bureau including Associate Bureau Chief. In 2006, she relocated to the Midwest where she continues to cover all things entertainment and Hollywood, including celebrity covers, features and specials such as Sexiest Man Alive and the Beautiful Issue.Prior to joining PEOPLE, Jordan freelanced for magazines such as SOUTHERN LIVING and graduated from the University of Missouri with a Bachelor's degree in Journalism. She is well-versed in what it takes to be the Sexiest Man Alive (having interviewed 11 of them for their cover stories) and considers shooting a confetti cannon on-stage alongside Garth Brooks during his performance of "Friends in Low Places" a career highlight. People Editorial Guidelines Published on July 12, 2021 07:00 AM Share Tweet Pin Email Photo: Jamie McCarthy/Getty Jessica Biel knew she wanted something different when it came to wellness for her family, which includes sons Silas, 6, and Phineas, 11 months, and husband Justin Timberlake, 40. Searching for pain-management for teething babies, Biel, 39, was frustrated by her options in the pharmacy aisle. "You read the back of these labels and then when you start looking up what some of these things are, it doesn't fit my values as a mom," she tells PEOPLE exclusively. Jessica Biel/Instagram The actress and producer connected with Jeremy Adams, a natural products entrepreneur, and the two bonded over being parents "and how hard it was," she adds. "We just said, 'You know what, we can do better than this,'" Biel says. "It's like once you have the information and then you start to research different ingredients, you start to think more about like, 'Well, I wouldn't put that in my body. Why would I put it in my kid's body?'" Kinderfarms Now Biel and Adams, alongside co-founder Greg Willsey, have launched Kinderfarms, a clean and effective health and wellness brand for families. "It's creating an option for families who have different value sets," says the star, "and would like to have some kind of opportunity to make a different choice for their kids." Jessica Biel Opens Up About Welcoming 'Secret COVID Baby' Phineas, Calls 11-Month-Old 'Cute as Hell' The company's flagship product, Kinderlyte, is a natural, medical-grade hydration that helps with all forms of dehydration without artificial sweeteners, colors, or flavors. Kindersprout, which launches next month, is a plant-based organic protein shake for kids. Jessica Biel/Instagram Kinderfarms will also donate 1% of all sales to support families globally through the 1% For The Planet campaign. "The most important thing was to create products that I really felt I could stand behind as a mom and as a woman and a wife," Biel says. "And say to my family and my friends, "I really trust that the ingredients in these products are effective and non-toxic, just cleaner. That's the priority."