In the past year, Tom Brady has put his name on workout equipment, a cookbook and bags of nuts. Now he's entering the prepared-meal subscription business.
Plant-based meal company Purple Carrot of Massachusetts announced Tuesday a partnership with the New England Patriots quarterback, unveiling a line of TB12 meals that follow Brady's rigid diet.
Terms of the deal were not disclosed.
The company began selling the meals Tuesday morning at $78 per week (six meals), which is a $10 premium over the company's regular meal plan.
Brady's meals will differ from what Purple Carrot normally sells in that they will, per Brady's stipulations, be higher-protein, gluten-free and limited in soy and refined sugar. None of the meals will contain recipes with dairy, eggs, seafood, meat or processed foods.
"Eating meals just like the ones we'll send out to our customers has really helped me stay at the top of my game," Brady said in a statement.
Sample meals include a ramen bowl with charred broccolini and gingered amaranth, and crispy turnip cakes with quinoa tabbouleh and za'atar yogurt.
"There's an importance in authenticity here," Purple Carrot founder and CEO Andy Levitt said. "Every meal that is designed is approved by Tom and his team, and Tom will get a box of meals to his home that is exactly what the people who order his meals get."
Purple Carrot has adopted the phrase "Eat Like A Goat," a double meaning that references a goat's plant-based diet and the acronym to greatest of all time.
Brady's endorsement could be a huge boost to the brand competing in the crowded meal-kit space, which is currently a $2 billion market but is predicted to rise to more than $30 billion over the next eight years, according to Levitt.
"Roughly 75 percent of those that order with us are female," Levitt said. "We think having Tom will make it more likely that we'll get some more men subscribing because they feel that connection to him. That being said, there's a lot of women out there that want their significant other to be like Tom, too."