Cole Palmer and Gopuff launch COLE’D ice brand

Cole Palmer has agreed a multi-year partnership with Gopuff to develop consumer products, content and customer experiences, beginning with the launch of a premium ice brand called COLE’D.The range is available exclusively through Gopuff in the UK and US, giving the on-demand delivery company ownership of the retail relationship and customer data generated by the launch. Financial terms were not disclosed.Palmer said: “Gopuff was already part of the routine, so when they came to me with the idea, it just made sense. What started as a bit of fun turned into something proper.“I’ve been involved in everything – the product, the packaging, the content – and that’s what interested me. The fans started the whole ‘Cold Palmer’ thing in the first place, so it’s nice to turn that into something everyone can be part of.”COLE’D launches with three products made using filtered and purified water: pebble ice containing electrolytes, premium spherical craft ice shaped to resemble footballs and traditional ice cubes.Gopuff describes the pebble product as the world’s first electrolyte ice. The company has not disclosed the evidence supporting that claim or detailed the quantity of electrolytes contained in each serving.US prices range from US$3.49 for a five-pound bag of traditional cubes to US$5.99 for a pack of four craft ice spheres. UK pricing was not announced.The agreement moves Palmer beyond a conventional endorsement role by giving him involvement in concept development, packaging, creative direction and content.COLE’D draws directly on the “Cold Palmer” nickname and celebration created by supporters around his performances, converting an established piece of player identity into a packaged consumer product.Gopuff co-founder and co-chief executive Yakir Gola said: “Gopuff has become the platform where the world’s best athletes and creators come to do things differently, turning bold ideas into products our customers love.“With COLE’D, we’re reimagining one of the most essential everyday items through innovation, introducing the world’s first electrolyte ice. By partnering with Cole Palmer, we’re continuing to bring first-of-their-kind products directly to our customers.”The launch continues Gopuff’s strategy of developing athlete-led brands available only through its platform. The company has recently introduced coconut water and confectionery products with former NFL player Tom Brady.Exclusive products can help delivery businesses differentiate their inventories while reducing direct price comparisons with supermarkets and rival platforms.The model also gives athletes a route to participate in product creation and potential commercial upside rather than receiving a fixed fee solely for appearing in advertising.Gopuff operates its own fulfilment network and offers more than 5,000 products, with deliveries marketed as arriving in as little as 15 minutes.COLE’D is available immediately, with further products, content and customer activations expected during the multi-year partnership.