It was only a matter of time before Tom Brady entered the gummy market. Over the years, the former NFL player has gained attention for his interest in alternative medicine, holistic wellness, and a strict plant-based diet. Now, he has his own organic, vegan snack line aptly named GOAT Gummies.

“Creating GOAT Gummies was really a natural extension of how I’ve always approached nutrition: disciplined, intentional and focused on longevity,” Brady told WWD. “Even though I’m no longer playing, that mindset hasn’t changed. I still care deeply about what I put in my body, and I’ve always believed that clean living is about consistency, not perfection.”

Debuting on Wednesday, Brady’s new snack line is part of his multiyear partnership with the delivery service Gopuff, which was announced in 2024. The former athlete is collaborating with the company on product development, content creation, community support initiatives and fan experiences. 

The GOAT Gummies are made with real fruit and contain no artificial sweeteners, dyes or flavors. Brady wanted to “raise the bar on what a snack could be,” he explained. “If I’m going to eat something, or recommend it to my kids or anyone else, it’s got to meet a certain standard. That’s always been my approach to nutrition. For me, clean eating isn’t a trend; it’s a lifestyle,” he said.

The global gummy market was valued at $23.93 billion in 2023 and is projected to grow at a compound annual growth rate of 11.8 percent from 2024 to 2030, according to a report from Grand View Research. Other celebrities that have joined the gummy market include Maria Sharapova, Shaquille O’Neal and, more recently, Kourtney Kardashian.

For Brady, GOAT Gummies is an extension of his wellness philosophy. “Wellness isn’t just what you eat or how you train, it’s how you show up in every part of your life. I’ve always been intentional about how I take care of my body and mind. For me, it’s all connected. If I’m feeling good physically, it impacts how I lead, how I parent, and how I move through the day. That awareness shapes my routines, from grooming to nutrition to mindset. It’s all part of a bigger picture,” he said.

The GOAT Gummies will be sold exclusively at gopuff.com.