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Sir David Beckham has launched BEEUP, a line of honey-based fruit snacks inspired by his passion for beekeeping, which began as a backyard hobby with his sons during the COVID-19 lockdown. Speaking about the project, Beckham shared, "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."
The 50-year-old former footballer partnered with entrepreneur Shaun Neff, known for creating brands such as SUN BUM and Moon Oral Care, to bring BEEUP to life. The product is described as a "passion project" that aligns with Beckham's active lifestyle and his role as a father. "As a dad and as a former athlete I wanted to create something for kids to enjoy as part of an active lifestyle," he said.
BEEUP offers fruit snacks in three Flavors: Very Berry, Tropical Mix, and Sour Watermelon. The snacks come in 10-pack boxes and are available in Target stores across the U.S., on Target.com, and on the BEEUP website for $4.99. The product is non-GMO, free from synthetic dyes and artificial flavours, and is rich in vitamins A, C, and E.
Co-founder Neff emphasized their goal to innovate within the children's snack market. "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," he said.
Beckham has openly documented his beekeeping journey over the years. A 2022 Instagram post showed his excitement after his first honey harvest: "Who knew I'd get so emotional about my first harvest of my honey? [It all] started with me and Cruzie building our first hive in lockdown." The hobby even sparked friendly debate at home, with wife Victoria suggesting the honey be named "DBee'z Sticky Stuff," while Beckham preferred "Golden Bees."
Recently knighted, Beckham has linked his interest in beekeeping to his role as King's Foundation ambassador. "It was inspiring to hear from the King about the work of His Majesty's foundation... and compare beekeeping tips," he noted.
Reflecting on the launch, Beckham said, "We've made BEEUP to offer families natural energy they could feel good about eating."
