Snack It Like Beckham: Soccer Legend Launches Kids’ Brand
Honey is the hero ingredient in a new children’s snack brand co-founded by former professional soccer player David Beckham and serial entrepreneur Shaun Neff.
Launching today in Target stores nationwide, BEEUP offers fruit-flavored snacks geared toward youth sports, a market the founders say has been largely overlooked in the snack aisle.
“No one in the snack space is really focused on youth sports. That’s not really anyone’s point of difference, which it is for us,” Neff told Nosh.
The lineup includes Very Berry, a mix of strawberry, raspberry and blueberry flavors; Tropical Mix, featuring pineapple, mango, passion fruit and papaya; and Sour Watermelon. The products contain no artificial flavors or colors and are considered an excellent source of Vitamins A, C and E. A 10-pack retails for $4.99 online and in Target stores.
The concept was spun out of Beckham’s beekeeping hobby, which was showcased in a 2023 Netflix documentary series about the athlete. That personal passion has since evolved into a broader vision to showcase honey as a “natural, cleaner source of energy” in snacks for active families, according to Neff. Additional products across traditional snacking categories are already in the pipeline.
“This is not just a quick idea to get into business. This is something that [Beckham] loves and is passionate about,” said Neff, whose previous ventures include personal care brands Sun Bum and Moon Oral Care.
The business is helmed by Mike Keown, a 40-year industry veteran who previously held chief executive roles at Quinn Snacks, Honey Stinger and Farmer Brothers. The founders tapped a team of product developers with several decades of combined experience, Neff said.
“We assembled the best-in-class team with people that are experts in the category to develop these products. We’re working with some incredible manufacturing partners and suppliers that are already selling to massive brands at these retailers,” he added.
While details remain under wraps, Neff confirmed the startup has raised “a substantial amount of cash” from prominent family offices with deep roots in consumer products and retail.
The team behind BEEUP has developed a robust marketing strategy to build buzz, with a yet-to-be-announced roster of “well-known ambassadors” and influencers promoting the brand alongside Beckham.
“David is world recognized, and there’ll be a lot of support and energy from David,” Neff said.
As the brand’s first major retail partner, Target has shown “phenomenal” early support, according to Neff.
“Youth sports is growing; it’s massive. And the [FIFA] World Cup’s coming. So [our Target buyer] initially was very excited out of the gate because eventually we’re going to be launching a bunch more products,” he said.
