Tom Brady has partnered with food delivery company Gopuff to launch a new beverage line called Good Nut. The premium brand will offer organic coconut water drinks in a market expected to reach $11 billion by 2030.
The former NFL star praised the launch in a statement to the press and also shared details of how the beverage came together as he continues to expand his business portfolio after retirement.
Brady and instant-commerce leader Gopuff have entered the beverage market with a premium line of organic coconut water, which they announced earlier this week.
With the coconut water market expected to continue growing in the coming years, the former NFL star said the new product is something “customers would actually want to drink,” adding that the team hopes to capitalize on growing consumer demand.
“Gopuff has a unique ability to understand what consumers want and get great products in their hands in minutes,” said Brady Fox Business in an exclusive. “We had a great experience working together on GOAT Gummies, and that trust made it easy to team up again on Good Nut.”
Why Brady Embraced The Coconut Water Idea
Brady is no stranger to coconut water, which is one of the reasons the idea to launch a beverage with Gopuff came together so quickly.
“It’s something I’ve enjoyed for years and hydration has always been an important part of my routine, throughout my career and still today,” Brady revealed.
By partnering with Gopuff, Brady said he believed they could bring something unique to the fast-growing market while offering consumers a healthier option.
“Hydration has always been a big part of my routine, and while coconut water has been a staple for me, I knew we could take it to a whole other level by teaming up with Gopuff,” he added. “With Good Nut, we focused on keeping the ingredients simple and clean and making sure it’s exactly what I want in my own fridge.”
Tom Brady says he loves building brands
Prior to working on Good Nut, Brady and Gopuff collaborated on GOAT Gummies, which launched in June 2024.
The vegan snack contains “no artificial sweeteners, artificial colors or artificial flavors,” the former NFL star said in an interview with Forbes around the time of launch.
Looking ahead, Brady said he is enjoying a post-football career centered on developing and growing brands.
“One of the most rewarding parts of this chapter of my life has been building brands from the ground up,” he said.
“With Good Nut, we wanted to create something fun that people would really enjoy. It’s been exciting to bring that vision to life,” added the retired quarterback.
Brady explains his approach to better snacks
In his interview with Forbes, Brady also shared that the core of his collaboration with Gopuff is to create products that are both healthier and fun.
He believes that consumers should be able to enjoy the food they love without feeling pressured to completely change their eating habits.
“I realize it’s always about, ‘how can we make it a little bit better,'” Brady said. “I don’t necessarily want people to always eat the way I eat.”
“People, they like to eat the way they eat, but how can I create some things that are fun that they’re going to enjoy that are a little bit healthier than the things that they currently have? That’s really the driving force behind what we’ve done here with this partnership with Gopuff,” added the seven-time Super Bowl winner.
Tom Brady was excited to join Gopuff
As part of the partnership, Brady is expected to take a hands-on role in the development of new products rather than simply acting as the brand’s celebrity face.
When he first partnered with Gopuff, Brady expressed excitement about the opportunity and praised the company’s success as an instant-commerce platform.
“Since my first time using Gopuff, I’ve been amazed at how fast and seamless the deliveries are, offering so many different options at my fingertips,” said Brady in a declaration. “I’m excited to work with the Gopuff team to continue to drive innovation and help create an even better experience for their customers.”
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