Tom Brady and the New England Patriots in general usually elicit one of two reactions: complete fanboy love or abject hatred. But if you’re in the love fan group or you’re just someone who wants to follow the diet plan of a superstar athlete, then meal kit delivery service Purple Carrot has a new product for you.
Called TB12 Performance Meals, a nod to the quarterback and his Patriot’s team jersey, they were designed to give consumers a super healthy, plant-based, gluten-free weekly meal plan that mimics Brady’s own regimen. According to Purple Carrot, the TB12 meals were designed around the needs of someone who requires fuel that promotes healing from intense physical workouts and fuels the body to encourage peak performance.
The TB12 philosophy is focused on preventing injury and promoting accelerated injury recovery through holistic, whole-body wellness, incorporating exercise, recovery, and hydration & nutrition concepts like those expressed in TB12 Performance Meals.
The meal kit comes with ready to prep ingredients, similar to competitive meal delivery kits like Blue Apron, Hello Fresh and Sunbasket but is higher priced at around $13 per plate or $78 for the week at only 3 meals a week. The meals are highly specialized and created to be high in protein and low in sugar, soy and processed ingredients. Purple Carrot points out in the FAQs that the TB12 meals are different from their traditional offerings, designed specifically for individuals that have a higher metabolism due to increased daily activity and are only available for 1-2 people in each box.
Brady’s diet and commitment to personal wellness are well known among fans and was chronicled in the Boston Globe extensively. Purple Carrot approached Brady last summer and the pair began to discuss the potential meal delivery partnership. They worked to identify meals that Brady regularly eats at home and on the road and crafted workable recipes that could be recreated in a meal kit.
In a statement to Fortune, Purple Carrot Founder & CEO Andy Levitt said about the opportunity, “The meal kit industry has grown significantly since I launched Purple Carrot two-and-a-half years ago. Partnerships with great organizations like Whole Foods Market, and incredible people like Tom Brady, enable us to elevate our brand even further.”
Brady isn’t the first celebrity to cash in on their personal brand and the meal kit boom – Martha Stewart partnered with the Marley Spoon to create one her own along with countless celebrity chefs like Michael Mina and Jamie Oliver. Athletes as food spokespeople is a well-known advertising tactic and it’s no surprise that companies will look to increasingly popular products like meal kits to continue that trend as the way we cook and consume food evolves.
The TB12 brand is something Brady has worked to build out with other offerings as well, partnering with Under Armour to offer apparel, creating a foundation to support elite athletes who become injured and creating a personal gym and fitness program. TB12 Performance Meals can be ordered today and boxes will start shipping on April 3rd.