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David Beckham is putting families first with his latest entrepreneurial endeavor, which finds the soccer star shilling honey-based snacks for kids.
Beckham’s new fruit snacks brand, BEEUP, launched this week at Target stores nationwide and online at Target.com, offering a better-for-you pick-me-up for kids and adults alike. The bite-sized gummies blend “honey’s superfood power” with natural fruit flavors, and are certified non-GMO and free from synthetic dyes. The brand says BEEUP snacks are also an excellent source of vitamins A, C, and E.
Beckham says he got into beekeeping during the lockdown in 2020, and eventually built his first bee hive with the help of his sons on the family’s property in the Cotswolds. In a post on Instagram, Beckham flashes back to photos and videos of sons Brooklyn, Romeo and Cruz helping him assemble the hive, while also showing videos of them jarring the honey to share with friends. As Beckham says in the video, his goal from the start was clear: “How we can create something that’s good for our kids and our families?”
Beckham co-founded BEEUP with Shaun Neff, best known as the serial entrepreneur behind brands like as SUN BUM, the Shay Mitchell brand BÉIS, and Moon Oral Care. The soccer star calls honey a “natural energy source” in his own diet, adding in a press release that the “nutrient-dense powerhouse ingredient offers a naturally sweet upgrade from refined sugars and delivers real energy for real life.”
The brand launches with three flavors —Very Berry, Tropical MixandSour Watermelon— with a 10-pack of fruit snacks retailing for $5.99 at Target.com.
Target
BEEUP Fruit Snacks Tropical Mix
$5.99
Buy Now AT TARGET
Target
BEEUP Fruit Snacks Very Berry
$5.99
Buy Now AT TARGET
Target
BEEUP Fruit Snacks Sour Watermelon
$5.99
Buy Now AT TARGET
“Beekeeping began as a hobby with my sons, but quickly grew into a deep appreciation for honey as a powerful superfood that provides natural energy,” Beckham says in a release. “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’ve madeBEEUPto offer families natural energy they could feel good about eating.”
The new snack brand launch comes on the heels of a rumored rift between the Beckhams and their oldest son Brooklyn. While middle son Romeo re-posted a BEEUP clip to his Instagram page and youngest son Cruz liked his father’s announcement on IG, there has so far been no reaction from Brooklyn or his wife Nicola Peltz. It should be noted that neither side has commented on the rumors, with Brooklyn instead focusing on promoting his own brand, the hot sauce Cloud23.
