David Beckham Launches BEEUP: A Honey-Powered Snack Line Inspired by Beekeeping

David Beckham is buzzing into the food world with the launch of BEEUP, a new line of honey-based fruit snacks designed for active kids and families. Inspired by his personal passion for beekeeping—a hobby he began during the pandemic with his sons—Beckham’s latest venture blends wholesome ingredients with a sporty, family-friendly ethos. The snacks are now available exclusively at Target stores nationwide, as well as on Target.com and the BEEUP website, retailing at $4.99 for a 10-pack.

What’s in the Bag?

BEEUP’s debut lineup includes three vibrant flavors: Very Berry, Tropical Mix, and Sour Watermelon. Each snack is made with real honey as the primary sweetener, and the brand proudly avoids synthetic dyes, artificial flavors, and preservatives. The snacks are also non-GMO, gluten-free, and fortified with Vitamins A, C, and E, making them a better-for-you option in the crowded kids’ snack space.

A Personal Passion Turned Product

Beckham’s love for beekeeping has been well-documented on social media, where he’s shared everything from hive-building with his son Cruz to harvesting his first batch of honey. “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 said in a press release. That appreciation evolved into a business idea, co-founded with entrepreneur Shaun Neff, known for launching brands like Sun Bum and Moon Oral Care.

Designed for Active Lifestyles

BEEUP is more than just a snack—it’s a brand built around youth sports and family wellness. Beckham and Neff saw an opportunity to disrupt the kids’ snack market with a product that delivers natural energy without the sugar crash. “Whether prepping for a game, performance, or the playground, we’ve made BEEUP to offer families natural energy they could feel good about eating,” Beckham explained.

Beyond flavor and function, BEEUP is also committed to pollinator conservation. The brand has pledged to support organizations focused on bee health, education, and research—an extension of Beckham’s personal connection to the cause.