Global soccer icon David Beckham has officially entered the food business with the launch of Beeup, a honey-based fruit snack brand aimed at kids and families seeking natural, nutritious alternatives in the $53 billion snacks market.
Partnering with entrepreneur Shaun Neff, Beckham’s new venture offers fruit snacks made with real honey, free from GMOs, synthetic dyes, and artificial flavors. Each pouch of Beeup is also fortified with vitamins A, C, and E, and is currently available in three flavors: Very Berry, Tropical Mix, and Sour Watermelon. The product can be purchased via the Beeup website and in Target stores across the U.S.
Beeup marks Beckham’s first foray into consumer packaged goods and positions itself firmly in the better-for-you snacking segment, one that’s rapidly growing as consumers seek cleaner labels and functional ingredients.
“We saw a unique opportunity to disrupt the kids’ snack space with a brand powered by real honey, made for active kids and with a strong connection to youth sports,” said Neff.
The launch aligns with Beckham’s passion for beekeeping and his experience as a parent looking for healthier snack options. Honey, the key ingredient in Beeup, has gained popularity in recent years as a perceived natural alternative to refined sugar, with research linking it to potential benefits such as reduced blood pressure and improved heart health.
Beckham joins a growing list of celebrities jumping into the food and wellness space. Just last week, NFL legend Tom Brady collaborated with Gopuff to roll out an organic vegan gummy snack, while Michelle Obama’s Plezi Nutrition continues to expand its low-sugar beverage offerings. YouTube personalities like MrBeast and Ryan Trahan have also ventured into better-for-you treats.
As the snacking category becomes increasingly competitive, celebrity-led brands with a focus on transparency and health-conscious formulations are proving to be powerful disruptors. With Beeup, Beckham hopes to make a mark by blending wholesome ingredients, family values, and a touch of star power.