×

Tom Brady's $78 meal kit is all about eating your vegetables

Ever wanted to eat like a Super Bowl MVP? Well, here's your chance.


New England Patriots quarterback Tom Brady is entering the meal kit delivery space, bringing plant-based performance meals to your table with the help of Purple Carrot.

"The TB12 Performance Meals are designed for anyone who's looking to achieve or sustain their own peak performance," Brady told CNBC in an email. "Whether that's in the gym, on the field, or at work. We want to inspire everyone — not just athletes — to be their best, and I think these meals will be a big step in that direction."

Brady's meals are gluten-free, higher in protein and lower in refined sugar than Purple Carrot's core line of meal kit products. Each week customers will receive three meals for two people for $78, or about $13 a meal.

While the average meal kit costs $8 to $12 per meal, folks interested in Brady's kit likely won't mind the slightly higher price tag, according to Erik Thoresen, a principal at food research and consulting firm Technomic.

"What is interesting about meal kits that focus on specialized diets is that they have a very strong and motivated customer base," Thoresen said.

Brady's TB12 brand has a loyal customer base that swarmed to purchase his $200 nutritional manual and $50 snack packs last year. Both products sold out in record time online. In fact, many of the meals in the TB12 Performance box are inspired by or taken from Brady's nutritional manual.

While other meal kits have suffered from a high degree of trial — customers trying one service and then hopping to another — Thoresen doesn't think this product will face the same issue.

Purple Carrot crispy turnip cakes with Tabbouleh.
Source: Purple Carrot
Purple Carrot crispy turnip cakes with Tabbouleh.

"We anticipate demand and have expanded our capacity," Purple Carrot CEO Andy Levitt told CNBC.

The company starts its preorder period Tuesday. It has a three-week lead time before it closes ordering for the first week of meals to ensure that it can accommodate the number of expected orders.

Although a seemingly niche meal kit box, Levitt noted that 82 percent of people who purchase from the service are omnivorous.

"The perception is off that it's just vegan people," he said.

According to Technomic, 2 percent of the U.S. population is vegan and 2 percent is vegetarian, while 85 percent has no diet restriction for meat.

However, 21 percent of consumers look for vegetarian or vegan items when they want to make healthy choices while eating out, according to Technomic.

Levitt said many of the Purple Carrot customers fall into this category, supplementing their diet with healthy plant-based meals.

"A lot of people, when I started Purple Carrot thought a plant-based kit would be niche in nature," Levitt said. "And I think we've shown through our growth that plant based has become far more mainstream."