New England Patriots quarterback Tom Brady has partnered with vegan company Purple Carrot to create his own plant-based meal kit. The TB12 Performance meal kit—priced at $78—is comprised of gluten-free, high-protein, and low refined sugar foods and recipes to prepare a week’s worth of meals. “The TB12 Performance Meals are designed for anyone who’s looking to achieve or sustain their own peak performance,” Brady told CNBC. “We want to inspire everyone—not just athletes—to be their best, and I think these meals will be a big step in that direction.” Purple Carrot CEO Andy Levitt says his partnership with the Super Bowl MVP will inspire even more people to choose a plant-based diet. “A lot of people, when I started Purple Carrot, thought a plant-based kit would be niche in nature,” Levitt said. “And I think we’ve shown through our growth that plant-based has become far more mainstream.” Purple Carrot secured a $5 million investment shortly after its nationwide expansion in 2016—which includes Whole Foods Markets in the North Atlantic region—and has since partnered with prominent vegan chefs to create meal plans that promote a plant-based diet to a wide audience.