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David Beckham kicks off BEEUP honey-based fruit snacks

The former football star has launched the BFY treats into U.S. Target stores.

Snack brand BEEUP has launched in Target stores across the country with its debut line of honey-powered fruit snacks. The company was co-founded by David Beckham (former athlete, entrepreneur, and president/co-owner of the Inter Miami CF soccer club) and Shaun Neff, serial entrepreneur behind brands such as Sun Bum, BÉIS, and Moon Oral Care.

According to the company, the brand was inspired by honey’s ability to provide natural energy that offers good taste and performance benefits. With 40-year CPG vet Mike Keown as CEO, BEEUP is looking to disrupt the U.S. snack market, which is projected to hit $53.3 billion in revenue by the end of 2025.

BEEUP's reason for existing reportedly starts with honey. The idea was born from Beckham’s storied appreciation for beekeeping, having spent hours by his hives, caring for the bees, and harvesting honey. As a father and former pro athlete, Beckham says he was always looking for wholesome snacks for his family and was amazed as he learned about the nutritious properties of honey.

All BEEUP, snacks reportedly harness honey’s superfood power to fuel kids and families through busy mornings, after-school sports, and other activities. According to the producer, nutrient-dense honey offers a naturally sweet upgrade from refined sugars and delivers natural energy. The company reports the line is non-GMO, free from synthetic dyes and artificial flavors, and is a good source of vitamins A, C, and E.

“Beekeeping began as a hobby with my son, but quickly grew into a deep appreciation for honey as a powerful superfood that provides natural energy,” says Beckham. “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,” notes Neff. “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 10-pack of 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.