Sir David Beckham Partners To Launch Beeup, A Honey-Based Energy Snack

Since retiring from professional football in 2013, Sir David Beckham has established himself as a multi-faceted businessman and philanthropist. Now, he is combining his passion for beekeeping with his portfolio of successful businesses to launch BEEUP, a line of honey-powered fruit snacks, alongside co-founder Shaun Neff, the entrepreneur behind brands such as SUN BUM, BÉIS, and Moon Oral Care.

The idea was born from Beckham’s well-documented love for beekeeping. Having spent hours by his hives, caring for the bees and harvesting honey, and learning about its nutritious properties.

“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,” said Beckham in a press release. “I am excited to make this wholesome, nutritious ingredient available for active kids and families in the form of these incredible BEEUP snacks.”

Honey is trending in food product manufacturing. At Expo West 2025, for instance, honey was widely featured as a sweetener for ‘no sugar added’ products. This nutrient-dense ingredient offers an upgrade from refined sugars, providing a natural source of energy. BEEUP’s fruit snack line is non-GMO, free from synthetic dyes, artificial flavors, and contains an excellent source of vitamins A, C, and E.

“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. “It’s been an incredible journey working with David and bringing this brand to life.”

With Mike Keown as CEO, who brings over 40 years of experience in the consumer packaged goods industry, the brand is looking to disrupt the U.S. snack market, which is projected to reach $53.33 billion in revenue by the end of 2025.

Throughout his life, Beckham has been committed to supporting charities and projects that seek to drive change for the better, especially when it concers the well-being of children. He has worked with UNICEF for 20 years as a Goodwill Ambassador, a role that promotes and protects the rights of the world’s most vulnerable children. As co-founder of a healthy line of snacks for kids, he hopes to continue initiatives that contribute to keeping them healthy and thriving.

BEEUP fruit snacks are available in three flavors: Very Berry, Tropical Mix, and Sour Watermelon at Target stores across the country, Target.com, and on the BEEUP website for an MSRP of $4.99.