David Beckham enters snack market with honey-based brand ‘BEEUP’

David Beckham has stepped into the food and wellness space with the launch of BEEUP, a new brand offering honey-based fruit snacks. Developed during the COVID-19 lockdowns, the venture is a collaboration between the former football star and his sons. Positioned as a family-friendly, health-conscious snack, BEEUP reflects Beckham’s growing focus on nutrition and creating better options for kids and parents alike.

View this post on Instagram

A post shared by David Beckham (@davidbeckham)

BEEUP has hit shelves at Target stores across the US and is also available online. The product features bite-sized fruit chews made with a blend of honey and natural fruit flavours. Marketed as a healthier option, the snacks are non-GMO, free from artificial colours, and include added vitamins A, C, and E.

BEEUP has debuted in three flavours— very berry, tropical mix, and sour watermelon— with a 10-pack available online for $5.99.

BEEUP was launched in partnership with Shaun Neff, the entrepreneur known for building consumer brands like SUN BUM and Moon Oral Care. 

This move marks Beckham’s latest business pivot after retirement, combining his personal interests with commercial ventures. The brand is positioned to tap into the rising demand for natural, functional snacks in the U.S. market.