Tom Brady Launches Coconut Water Brand Named ‘Good Nut’

(Photo: Gopuff)

Seven-time World Champion Tom Brady is expanding his business empire with the launch of Good Nut, a coconut water brand created in partnership with digital retailer Gopuff. The announcement is the latest in a celebrity-backed health beverage boom, though Brady’s is one of surprisingly few crossing into the lucrative coconut water subcategory.

The brand is launching this week in three varieties, all of which make use of organic Vietnamese coconuts and no added sugars. Fans can purchase Good Nut’s flagship Coconut Water, a Sparkling Coconut Water and a wholly unexpected Chocolate Coconut Water, a dairy-free option described as the only certified organic chocolate coconut water on the market.

And in case you’re wondering — yes, the brand is aware that its name might be misconstrued for something else. Good Nut is already leaning full tilt into the schtick, kicking the brand off with an announcement video in which Brady playfully avoids mentioning his latest venture out loud. In an era of ruthless memes and hard-fought viral advertising campaigns, Good Nut apparently thought it was best to beat users to the punch.

The brand’s three flavors are now available exclusively through Gopuff, where you can pick up the 11.8-ounce cans for $3.29 each.

“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 completely different level by teaming up with Gopuff,” Brady remarked in a news release. “With Good Nut, we focused on keeping the ingredients simple and clean, making sure it’s exactly what I’d want in my own fridge.”

Though the beverage and alcohol industries are enormously popular with celebrity investors, coconut water has never quite gotten its moment in the spotlight. With the notable exception of Vita Coco — which picked up Madonna, Matthew McConaughey, Demi Moore and Anthony Keidis during its 2010s-era hayday — coconut water has remained strangely devoid of A-listers hoping to make a quick buck.

The global market for coconut water is expected to reach $11 billion by 2030, and Gopuff says that demand for the category has surged 115% year-over-year on its platform.

Good Nut is perfectly positioned to capitalize on the zeitgeist. But that doesn’t mean it won’t be an uphill battle. Vita Coco controls nearly 50% of the brand-name coconut water share in the United States, followed by Goya, C20 and Zico, all of which fall into the low-teens and single digits. Good Nut stands in the shadow of palm tree giants, and it will have to work twice as hard to stand out from the crowd.