Tom Brady Meal Kits Let Fans Eat Like the Super Bowl Champ
Tom Bradys legendary football skills arent available in stores, but the New England Patriots quarterback is now offering fans the chance to get Super Bowl-caliber dinners delivered to their doorways for a price.
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The 39 -year-old quarterback is working with Purple Carrot, a Boston plant-based food startup, on a new line of Brady-approved meal kits, the partners announced Tuesday. For $78 per week, Purple Carrot will deliver ingredients to clients throughout the Northeast, Mid-Atlantic and West Coast regions for six dinners constructed to Bradys training specifications. According to the company, its snacks are high in protein, free of gluten and dairy, and low in processed sugar.
Eating dinners just like the ones well send out to our customers has helped me stay at the top of my game, and its really exciting to be able to deliver the recipes and ingredients for people to easily cook these dinners at home, Brady said in a statement.
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Paid subscribers will also be entered into product giveaways and premium content from TB12, Bradys personal brand of lifestyle products. The lines motto is Eat Like a GOAT a play-on-words including references to Bradys generally-recognized status as the greatest of all time among NFL quarterbacks.
Purple Carrot CEO Andy Levitt declined to discuss the financial terms of his company deal with Brady, but said the line of dinner kits represent a new line extension from Purple Carrot that has been created together with Tom and his squad at TB12.
Our team has been actively following Toms development of the TB12 business over the past few years, and recognized the perfect alignment in our shared food doctrines, Levitt told FOX Business. Our teams met in the summer of 2016 and developed a fast relationship and trust, and decided to jointly create TB12 Performance Meals to help people achieve and sustain their own peak performance.
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Purple Carrot is one of several brands jockeying for market share in the delivery-based meal-kit marketplace. The company competes against more established brands like Blue Apron and HelloFresh.
The high price of Bradys line which runs about $10 higher than Purple Carrots typical offerings could deter some customers, according to Bob Goldin, a partner at food service strategy firm Pentallect
The general cost point is about $10 per dinner, so when I ensure the Purple Carrot at about $13 I think thats nose-bleed province, Goldin said.
However, Brady has cultivated an image as something of a health guru within the sports world. A $200 Brady-curated cookbook or nutrition manual, according to his website sold out within hours despite its expensive price tag. The Patriots star also sells other premium products, including whey protein and electrolytes.
Bradys public commitment to health, coupled with his durability and success on the football field stimulate him an ideal partner on a line of high-end meal kits, according to Goldin.
Tom Brady is looked at as virtually miraculous to its implementation of his health and longevity. Theres a mystique about his exercise routine and his diet, he added. I think he has a tremendous amount of credibility in the health and nutrition arena, so the tie-in is a pretty good one.
The Brady-backed meal kits are available for pre-order exclusively at TB12PerformanceMeals. com, and are set to ship on April 3.
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