Tom Brady explains junk food endorsements: ‘Moderation in all things’

From Pizza Hut to Dunkin’, Tom Brady is seemingly everywhere these days promoting food brands he once wouldn’t have touched during his NFL playing days.

The seven-time Super Bowl winning quarterback famously followed a strict health-focused diet and once referred to soda and sugary cereals as “poison for kids.” But Brady says he’s softened his stance in retirement.

“I think it’s moderation in all things,” Brady told CNBC’s Alex Sherman in a recent interview while discussing his partnership with Ferrero, one of the world’s biggest sweets makers. CNBC Sport’s full interview with Brady will be released on Thursday.

“I think there’s probably been people who have gone overboard with the kind of rigidity of my lifestyle or diet,” he said. “I have kids, and I have Halloweens and birthday parties, and we’re like a normal family.”

Brady built his career on health and longevity, pillars that helped him to play top caliber football until age 45. He’s also the co-founder TB12, a wellness brand centered on an anti-inflammatory diet, known for unconventional recipes such as avocado ice cream.

Brady recently wound down his TB12 brand, folding it into the Nobull fitness brand. Now, when it comes to endorsements, Brady said he’s focused more on creativity and connection.

“It’s good scripts and writing,” he said, along with opportunities to engage with fans.

During this year’s Super Bowl, Brady debuted both a Pizza Hut ad in which he gets tackled by an elderly woman while delivering pizzas, and a Dunkin’ ad spoofing “Good Will Hunting.”

Brady’s partnership with Ferrero includes a campaign pegged to the 2026 World Cup. In the ad, Brady is shown taking a bite of a chocolate Crunch bar and posing next to a trophy filled with chocolatey, sugary snacks.

“I just want to get out there and have a great time with the people,” Brady said.

Even so, Brady said he still aims to make healthy choices, but when he’s watching a football game, or traveling, he said it can be more difficult.

Despite hanging up his football cleats, Brady said he still works out frequently and makes sure to stay hydrated.

“I understand the reality of life as well,” he added. “I’ve been very fortunate over the course of my life to have people make food for me all the time and, we’ve had nutritionists as part of our teams, and I’ve been very blessed to have that.”

“I know there’s a lot of other people that are working really hard year round to provide for their family, and I have a lot of respect for those people and the way that they go about enjoying their life too,” Brady said.

Brady said when it comes to his own family, he makes pancakes for his kids with Nutella — another Ferrero product.

As for his own guilty pleasure? “Tic Tacs,” Brady said. (Yet another Ferrero brand.)

“They are everywhere in my house, and when I’m broadcasting,” he said.