Tom Brady enters the snacking game with vegan gummies

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Dive Brief:

• Football legend Tom Brady is partnering with Gopuff on an organic, vegan gummy snack.
• The brand, called Goat Gummies, contains no artificial sweeteners, dyes or flavors, and is made of real fruit. They are available on Gopuff's e-commerce platform in three flavors: Sweet Rush, Sour Burst and Tropic Fusion.
• The gummies come after Gopuff announced a multi-year partnership last June with the former NFL quarterback to collaborate on product development and content creation. Brady also is an investor in Gopuff.

Dive Insight:

The former NFL star is infamous for his strict diet that prioritizes plant-based and organic offerings while eschewing sugar, except from fruit. Brady’s latest foray into food closely adheres to his healthy regimen and provides a better-for-you option for a snack often associated with high levels of sugar and bright artificial colors.

Brady is no stranger to developing food brands. He partnered in 2017 with meal-kit maker Purple Carrot to develop TB12 Performance Meals named for his own diet plan TB12. The meals are gluten-free, high in protein, limit the use of refined sugar and avoid ingredients such as dairy and processed meats.

Brady’s prior experience in food, and focus on healthier items, was an attractive selling point for Gopuff in developing the gummies. The partnership also will likely prove to be valuable in attracting and retaining consumers looking to watch what they eat when snacking.

“It's been invaluable to have access to Tom's expertise in health and wellness throughout the GOAT Gummies development process,” Yakir Gola, Gopuff's co-CEO and co-founder, said in a statement.

Brady and Gopuff said they worked together on Goat Gummies’ flavors, textures and ingredients list. Each pack of Goat Gummies is $4.99 and will be delivered to customers’ doors in as little as 15 minutes.

The product marks the latest entree in the fast-growing gummy market. The U.S. gummy market was valued at $3.1 billion in 2023 and is forecast to grow at a compound annual growth rate of 11.6% through 2030, according to data from Grand View Research.