David Beckham Launches BEEUP - The Next-Gen, Honey-Powered Snack Brand for Active Kids and Families

Exclusively available now at Target Stores Across the Country

LOS ANGELES, June 16, 2025 /PRNewswire/ -- BEEUP, a next-generation snack brand, launches in Target stores across the country today with its debut line of honey-powered fruit snacks. BEEUP is co-founded by David Beckham, former athlete, entrepreneur and President and Co-owner of Inter Miami CF soccer club; and Shaun Neff, serial entrepreneur behind breakthrough brands such as SUN BUM, BÉIS, and Moon Oral Care.

BEEUP is inspired by honey's ability to provide natural energy that tastes as good as it performs, and with 40-year CPG vet Mike Keown as CEO, BEEUP is looking to disrupt the U.S. snack market; a market projected to hit $53.33 billion in revenue by the end of 2025. 

BEEUP's reason for existing starts with honey. The idea was born from David's well-documented love for beekeeping, having spent hours by his hives, caring for the bees, and harvesting honey. As a father and former pro athlete, David was always looking for wholesome snacks for his family and was amazed as he learnt about the nutritious properties of honey. 

All BEEUP snacks harness honey's superfood power to fuel kids and families to be their best through busy mornings, after-school sports, and everything in between. This nutrient-dense powerhouse ingredient offers a naturally sweet upgrade from refined sugars and delivers real energy for real life. The reimagined fruit snack line is non-GMO, free from synthetic dyes, fake flavors, and contains an excellent source of Vitamins A, C, and E.

"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 David Beckham, Co-Founder of BEEUP. "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 made BEEUP to offer families natural energy they could feel good about eating."

"From my first conversation with David, it was clear that his passion for beekeeping and honey had sparked something special," said Shaun Neff, Co-Founder of BEEUP. "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. It's been an incredible journey working with David and bringing this brand to life."

BEEUP's new 10-pack of delicious fruit snacks will be available in three juicy flavors, including 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. Learn more at beeupsnacks.com or follow along on Instagram @beeupsnacks. 

About BEEUP
BEEUP is the snack brand for active kids, powered by real honey. Co-founded by David Beckham and Shaun Neff, BEEUP is shaking up the kids' snack aisle with standout design, bold flavors, and simple ingredients, all rooted in the natural energy of honey. BEEUP fuels active families with wholesome, feel-good energy. Learn more at beeupsnacks.com or follow along on Instagram @beeupsnacks.

MEDIA CONTACT
Olivia Flores
[email protected]

SOURCE BEEUP