13 Oct 2020 — TB12, a health and wellness brand co-founded by Super Bowl champ Tom Brady and business partner Alex Guerrero, has been launched. The line of healthy and convenient prepared meals is also in partnership with subscription and delivery meal service, The Good Kitchen.
The TB12 Method, also known as The Tom Brady Diet, is a whole-foods-based diet developed by Brady himself.
Adhering to TB12’s nutritional philosophy, each performance meal contains an optimal balance of plant-based whole foods and sustainably-sourced protein, according to the co-founders.
“When it comes to meal planning, our clients often feel as though a trade-off exists between taste, convenience and nutrition,” says John Burns, CEO of TB12.
“Our mission is to help people do what they love better and for longer and this starts first with nutrition. Performance meals with The Good Kitchen offer a variety of healthy and convenient meal options,” Burns tells FoodIngredientFirst.
“The meals are also ready to eat in under five minutes, making it an easy way for anyone to get the right fuel that their body needs,” he adds.
Pandemic puts prepared meals in the spotlight
Moreover, lockdown restrictions have boosted sales in the sector, especially as COVID-19 lockdowns reduce consumers’ mobility. Weight loss, senior and plant-based nutrition are also proliferating themes in these convenient options.
“We saw a surge in our direct to home a la carte sales toward the beginning of quarantine measures, as well as a surge in our retail product. We have also seen a 10 percent increase in our subscription business over the past two months,” Amber Lewis, The Good Kitchen CEO, tells FoodIngredientsFirst.
Consumers’ focus on health and wellness has never been more critical, and performance meals are for anyone who’s looking to prioritize their diet, Burns explains.
“At a time when many are eating at home, we’re thrilled to offer a variety of freshly frozen meal options.”
Nutrient-rich whole foods
TB12’s Performance Meals are high in protein, contain nutrient-rich whole foods with anti-inflammatory properties, and are free of processed ingredients.
They include various protein and vegetarian options, such as Herb Roasted Chicken and Vegetables, Roasted Cod with Succotash and Chermoula Sauce, a Shredded Beef and Rice Bowl, and Quinoa and Chickpea Pilaf with Spiced Cauliflower.
Also, each meal is packaged in recyclable packaging to improve environmental sustainability.
“Since launching The Good Kitchen, we have been dedicated to changing the way people think about food and are thrilled to be partnering with TB12 in our joint pursuit of making health and wellness accessible to all,” Lewis further explains.
TB12’s Performance Meals ship nationally across the US, including Alaska and Hawaii and are priced at US$12.99 for subscription meals and US$14.76 a la carte.
As ready meals are gaining traction, the US National Institutes of Health recently awarded a US$2.9 million grant for “food as medicine” research that will focus on using medically tailored meal delivery as an effective health care intervention for diabetes.
Meanwhile, personalized supplement company Baze partnered with ready meal players to broaden its service. Baze customers will now receive food and meal recommendations that target specific nutrient deficiencies.
By Elizabeth Green
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