Tom Brady Looks To Capitalize On Wellness Boom, Releases Plant-Based Protein Powder

Tom Brady continues to make waves within the health and wellness space.

The 41-year-old quarterback’s diet and workout routine have been well-documented over the last couple of years, given the public’s curiosity about how an aging football player continues to win and compete at the highest level professional sports has to offer. 

This is why it is no surprise that Brady — whose diet primarily consists of organic, local and vegan products — recently launched TB12 plant-based protein powder made from peas, following his whey line. Peas were chosen because, according to the press release, “peas pack a powerful protein punch — they are rich in lysine (an essential amino acid that is a key to muscle recovery) and arginine (a semi-essential amino acid that promotes healing and blood flow). This balanced amino acid profile provides your body with the daily protein that it needs to support your lifestyle while promoting muscle recovery and growth.” The new line is available in vanilla and chocolate with each serving containing 24 grams of protein and 0 grams of sugar.

It certainly makes sense that Brady expanded his protein offerings to include a plant-based option, considering his eating habits and current health trends. Sales of plant-based alternatives to animal-based foods including meat, milk, eggs and cheese increased 17% over the past year while overall U.S. food sales rose just 2%, via Forbes (according to data from Nielsen and the Good Food Institute). The market for such foods totaled more than $3.7 billion.

This focus on health is predictably making a mark on the professional sports world. In November of last year, superstar athletes LeBron James,  Arnold Schwarzenegger and Lindsey Vonn and supermodel Cindy Crawford created wellness brand Ladder, which consists of a whey protein powder and a plant-based protein powder, as well as an energy powder and a greens powder. 

Tom Brady, with few signs of slowing down on the field, is certainly setting himself up nicely for retirement once he does eventually decide to hang up the cleats. Aside from the protein powders, the TB12 brand includes protein bars, electrolyte supplements, “muscle pliability” products and more. The intersection of professional athletes, health and wellness and business will be fascinating to watch as more consumers continue to prioritize what they put in their bodies in the years ahead.