retail news in context, analysis with attitude

by Kevin Coupe

The Boston Globe reports that vegan meal kit company Purple Carrot has come up with what it hopes will be an irresistible offer for New England consumers - a meal kit that allows shoppers to eat like local football hero Tom Brady.

According to the story, "Purple Carrot launched a new subscription Tuesday in partnership with Brady’s company, TB12, featuring plant-based recipes that are gluten-free and limited in soy and refined sugars.

"For $78 a week, subscribers to TB Performance Meals will get ingredients for three meals, designed to feed two people, that are either recipes the five-time Super Bowl champ has eaten himself with his family or inspired by his food regimen."

Among the offerings: "White lentil risotto with winter roasted vegetables, meyer lemon and cashew gremolata."

As much as I dislike the New England Patriots, Tom Brady and Bill Belichick, I've always admired the team's approach to organization and its achievements. (At least the achievements that came through legal means.) So I think this is a really good, really Eye-Opening idea for Purple Carrot, which is looking for ways to differentiate itself in the meal kit market.

As a Jets fan, I was surprised and impressed to see that my favorite football team also has decided to link up with food companies to offer delivered food that reflects the dietary habits of its players - Burger King, Krispy Kreme, and Taco Bell. (When management reportedly was asked why McDonald's wasn't on the list, the response was, "Too healthy.")
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