Gopuff

Aakash Gupta

@aakashgupta

Everyone's talking about the name. Nobody's talking about the distribution. Brady is a Gopuff investor. Good Nut is Gopuff-exclusive. Every can sold requires a Gopuff account. Every meme about the name is free advertising for a delivery platform Brady has equity in. The name tells you the entire strategy. "Good Nut" was designed to go viral. The announcement video features Brady refusing to say it out loud. Every joke and every screenshot is earned media that costs Gopuff zero ad dollars, and all of it points people back to one app. Coconut water sales on Gopuff are up 115% year-over-year. The global category is heading toward $11 billion by 2030. Vita Coco owns 45% of worldwide market share. Brady didn't try to compete on grocery shelves. He made the product available only through a platform he invested in. This is his second Gopuff-exclusive product after GOAT Gummies. The pattern: use Brady's name to create viral products that convert social media attention into Gopuff downloads. GOAT Gummies proved the concept. Good Nut scales it with a name engineered to spread. Brady holds a $375M Fox deal, 5% of the Raiders, and equity in a $1B athletic brand. The man collecting hundreds of millions doesn't need coconut water margins. He needs Gopuff user growth, because every new account increases the value of his equity stake in the platform. The coconut water is the ad campaign. Gopuff is the product.

Maria Bartiromo

@MariaBartiromo

Gopuff launches AI that predicts what shoppers will buy next | https://t.co/3uA5ONfhZr @FoxBusiness @MorningsMaria

Anish Moonka

@anishmoonka

George Clooney's tequila brand sold for up to a billion dollars. 50 Cent made a reported $100 million off flavored water. Tom Brady just launched a coconut water, and the only place you can buy it is one grocery delivery app. Those drink fortunes came from owning the brand and selling it to a giant. Clooney and his partners sold their tequila, Casamigos, to Diageo, the company behind Johnnie Walker and Smirnoff. 50 Cent owned a small share of Vitaminwater, helped it blow up, and got paid when Coca-Cola bought the parent company for $4.1 billion. Brady's coconut water, called Good Nut, makes its money a different way. Good Nut is a house brand for Gopuff, the app that delivers snacks and groceries to your door in about 15 minutes. You cannot buy it in a store or on Amazon, only in that app. Gopuff stocks its own little warehouses and sells straight from them, so when it puts out its own brand it keeps the full markup, far more than the thin cut it earns reselling someone else's drink. Close to one in five Gopuff orders already includes one of its own-brand items. A drink you can only get in the app gives people a reason to download it and keep ordering, and a famous face on the can is the cheapest way to get them to try the first one. Coconut water sales on Gopuff jumped 115% in a single year, by the company's own count. The category overall is heading toward an $11 billion market worldwide by 2030, growing about 17% a year, and the organic kind Brady picked is the fastest-growing part of it. The shelf is already crowded. Vita Coco leads it, with coconut brands owned by Coca-Cola and Pepsi alongside, so a newcomer needs a face people recognize to get noticed. Gopuff has run this exact move before, with gummies tied to Brady and ice cream bars tied to Selena Gomez, each one sold only in the app. The coconut water is organic and made from Vietnamese coconuts. Every can goes for $3.29, the app keeps the markup, and the only way to get one is to open Gopuff.

Wall St Engine

@wallstengine

Robinhood $HOOD is rolling out a cash delivery service with Gopuff that lets Gold customers withdraw cash from their account & have it brought to their door The fee is $6.99, or $2.99 for users with over $100K on the platform, with deliveries starting in NYC & more cities soon https://t.co/AhFffOE0fU

Dani Lever

@Dani_Lever

You have a funny definition of “quiet” and “suddenly” — this was reported in the news over a month ago. “Former CFO Saurabh Tejwani, who joined from Gopuff late last year, has left the company, and Chief of Staff Alex Cuoci is the acting CFO…” https://t.co/2t6NkSlMiP

chrißy

@chribdotnet

gopuff yes

Rafael Ilishayev

Co-founder & Co-CEO

Co-founded Gopuff as a Drexel University student in 2013; serves as co-CEO.

Yakir Gola

Co-founder & Co-CEO

Co-founded Gopuff with Rafael Ilishayev while at Drexel University; serves as co-CEO.