David Beckham launches Beeup honey-powered snacks for kids in USA
The snacks are gluten-free, non-GMO, and made without artificial flavors or synthetic colours, catering to today’s demand for clean-label, family-friendly products.
U.S.A. – David Beckham, former professional athlete turned entrepreneur, has teamed up with entrepreneur Shaun Neff to launch a new fruit snack line for active kids, Beeup, powered by real honey and bold flavors to fuel every practice, game and adventure.
Born from Beckham’s love for beekeeping, Beeup reflects his deep appreciation for honey as a powerful superfood and natural energy source.
“I built the hives with my sons, learned how to care for the bees, and mastered the art of harvesting one of nature’s most powerful superfoods,” Beckham shared. “As a father and former athlete, it’s always been important to me to give my kids wholesome alternatives to sweets. That’s why I created BEEUP, a new snack brand rooted in honey, my love for family, and active living.”
The 10-pack fruit snacks are available in three flavors: Very Berry, Tropical Mix, and Sour Watermelon, exclusively sold at Target stores, Target’s website, and the Beeup website. The products are currently only available in the U.S.
Made without major allergens, Beeup uses honey as the primary sweetener, along with cane sugar and fruit purée. The snacks are gluten-free, non-GMO, and made without artificial flavors or synthetic colours, catering to today’s demand for clean-label, family-friendly products.
Reflecting on the launch, Beckham stated, “I am excited to make this wholesome, nutritious ingredient available for active kids and families in the form of these incredible Beeup snacks. Whether prepping for a game, performance, or the playground, we have made Beeup to offer families natural energy they could feel good about eating.”
Shaun Neff echoed that vision, highlighting Beeup’s unique market position. “From my first conversation with David, it was clear that his passion for beekeeping and honey had sparked something special. We saw an opportunity to disrupt the kids’ snack space with a brand made for active kids, powered by real honey, and deeply connected to youth sports. It’s been an incredible journey bringing this brand to life.”
Shaun Neff’s portfolio includes successful brands like Sun Bum, BÉIS, and Moon Oral Care. Leading the venture as CEO is Mike Keown, a seasoned executive with 40 years of experience in the consumer packaged goods industry.
With Beeup, the team is aiming to make a notable impact in the food and beverage industry trends, particularly within the kids’ snack sector.
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