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Tom Brady, the seven-time Super Bowl champion, has ventured into the snack industry with the launch of GOAT Gummies, an organic, vegan gummy line exclusive to Gopuff as of June 4. Brady's motivation stems from his commitment to health and wellness, aligning with his TB12 diet, which emphasizes plant-based, organic foods. The gummies, made with real fruit and no artificial sweeteners, dyes, or flavors, reflect Brady's personal values and entrepreneurial spirit.
Brady, now 47, shared his inspiration in a one-on-one interview, saying, "Retirement's been a chance to slow down and enjoy life a little more-and that includes treating myself once in a while. But when I do reach for something more indulgent, I want the best."
He emphasized that GOAT Gummies "hit that sweet spot: they taste amazing and come in several delicious flavors, plus they're made with real ingredients." This launch marks his first product exclusively through Gopuff, a platform he invested in during COVID, drawn to its entrepreneurial vibe and instant commerce model.
The gummies, crafted in , embody Brady's "GOAT mentality," focusing on quality without shortcuts. Gopuff co-CEO and co-founder Yakir Gola noted, "It's been invaluable to have access to Tom's expertise in health and wellness throughout the GOAT Gummies development process."
A healthier bite of the good life
The partnership aims to create a "delicious and thoughtfully crafted" snack that resonates with customers. Each pack, priced at $4.99, is available for delivery in as fast as 15 minutes, targeting health-conscious consumers seeking indulgence without compromise.
Brady's involvement extends beyond product creation. A marketing campaign, including a hero video featuring two versions of Brady-one "organic" and one "artificial"-highlights the brand's commitment to natural ingredients. The campaign will also feature in-person activations in New York City and Miami, with goat walks and drones, as part of Gopuff's broader strategy to engage audiences. Brady's dedication to philanthropy and excellence, as mentioned in the Forbes piece, underscores his holistic approach to this venture.
This launch comes as Brady navigates post-retirement life, balancing business with his legacy as one of the NFL's greatest. GOAT Gummies represent not just a product but a continuation of his influence in health and wellness, appealing to fans and consumers alike.