David Beckham Launches BEEUP, a Honey-Powered Snack Brand for Active Families

The soccer icon’s new snack line delivers natural energy with real honey and launches exclusively at Target

David Beckham is entering the snack aisle with his latest venture: BEEUP, a honey-powered snack brand designed for active kids and families. Launching exclusively at Target stores nationwide, BEEUP offers a modern take on fruit snacks, using real honey to deliver natural energy without refined sugars or artificial ingredients.

Inspired by Beckham’s passion for beekeeping, BEEUP aims to disrupt the $53 billion U.S. snack market by offering non-GMO, vitamin-rich snacks free from synthetic dyes and flavors. Each 10-pack is available in three flavors: Very Berry, Tropical Mix and Sour Watermelon, priced at $4.99.

“Beekeeping began as a hobby with my sons, but quickly grew into a deep appreciation for honey as a powerful superfood,” said Beckham, who co-founded the brand with serial entrepreneur Shaun Neff (founder of brands like SUN BUM, BÉIS and Moon Oral Care). “We’ve made BEEUP to offer families natural energy they can feel good about eating.”

With Mike Keown (a 40-year CPG industry veteran) leading as CEO, BEEUP blends functional ingredients with kid-friendly flavors, positioning itself as a go-to option for busy mornings, after-school sports and on-the-go snacking.