Plant-based meal subscription service Purple Carrot of Massachusetts has partnered with Patriots QB Tom Brady, "unveiling a line of TB12 meals that follow Brady's rigid diet," according to Darren Rovell of ESPN.com. The company began selling the meals yesterday 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." Purple Carrot Founder & CEO Andy Levitt said that Brady's endorsement "could be a huge boost to the brand competing in the crowded meal-kit space, which is currently" a $2B market but is "predicted to rise" to more than $30B over the next eight years. Terms of the deal were not disclosed (ESPN.com, 3/7). In Boston, Matt Pepin notes Brady has been "outspoken about his beliefs about food and training methods," and he is promoting Purple Carrot meals "on Facebook and Instagram" (BOSTON GLOBE, 3/8). NFL.com's Dan Hanzus noted Brady's "health and fitness empire is expanding." He "already had his 'TB12' logo slapped on $200 cookbooks, workout equipment, 'athlete recovery sleepwear', $50 nuts and more" (NFL.com, 3/7).
KNEE-JERK REACTION: In Boston, Steve Buckley writes the "very name of this website -- purplecarrot.com -- doesn’t exactly have a guy daydreaming about tailgate parties laced with ribs, steak tips, jalapeño poppers and potato salad." Buckley: "The knee-jerk reaction here is to pooh-pooh this whole thing as just another jock endorsement." But "give Brady some credit: He’s been talking about these kind of things for years and years" (BOSTON HERALD, 3/8).
