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.
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.
About Shaun Neff
As a visionary entrepreneur and innovator in lifestyle branding, Neff has been instrumental in shaping some of the most disruptive global brands, earning him the nickname "The Brand Whisperer" from Forbes. His extensive portfolio includes Neff Headwear, SUN BUM, Beís, Pattern, Florence by Mills, Moon Oral Care, NOYZ, and the brand incubator Beach House Group, which he co-founded. Neff's entrepreneurial reach extends beyond consumer brands; he is also a co-owner of renowned sports and entertainment ventures such as Los Angeles Football Club and X-Games.
About Mike Keown
Mike Keown brings over 40 years of experience in the consumer packaged goods industry, including 20 years in CEO, C-suite, and Board roles across both public and privately held food companies. He currently advises several high-growth brands in the natural food space and holds the NACD’s highest designation for Directorship. Most recently, he served as CEO of Quinn Snacks and, prior to that, led Honey Stinger as CEO from 2019 to 2021. From 2012 to 2019, Keown was President, CEO, and Director of Farmer Brothers (NASDAQ: FARM), a national coffee roaster and distributor. He also held executive roles at Dean Foods and its subsidiary WhiteWave Foods, and earlier in his career served as VP and GM at The Coca-Cola Company’s Minute Maid division. His background includes marketing and sales roles at E&J Gallo Winery and Procter & Gamble, and board service at Welch Foods Inc.
About David Beckham
Since retiring in 2013, Beckham has established himself as a multi-faceted businessman, including nuanced relationships with global brands including Adidas, Tudor, BOSS and Stella Artois.
In 2018, he became co-owner of Major League Soccer Club Inter Miami CF, the culmination of his lifelong ambition to own a football club, and over 10 years in the making since he first embraced the MLS as a player for LA Galaxy.
In 2019, Beckham established the content studio, Studio 99, which operates both editorial production for global platforms such as Netflix and Disney+ and commercial production for global brands such as Nespresso and Maserati; most recently winning an Emmy Award for the documentary series ‘BECKHAM’.
In February 2022 Authentic Brands Group (Authentic), a unified platform that integrates M&A, brand strategy, creativity and digital innovation, announced that it had entered into a strategic partnership with David Beckham to co-own and manage Beckham’s global brand. In connection with the partnership, David Beckham became a shareholder in Authentic. David Beckham joined a roster of Authentic’s growing entertainment portfolio that includes some of the world’s most celebrated athletes and iconic sports brands such as Shaquille O’Neal, Sports Illustrated, and Muhammad Ali.
Throughout his life, David has been committed to supporting charities and projects that seek to drive change for the better. David 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. In 2015, David launched the 7 Fund with UNICEF - a unique partnership to give vulnerable and disadvantaged children the opportunity to reach their full potential. David also campaigns for Malaria No More, using his platform to ensure the world and its leaders hear the urgent message of the malaria fight.