Soccer star David Beckham launches honey-based fruit snacks brand

Dive Brief:

• Soccer star David Beckham is partnering with entrepreneur Shaun Neff to launch Beeup, his first food brand. Beeup’s honey-based fruit snacks are designed to give kids and families a natural energy boost.
• The fruit snacks line is non-GMO, free from synthetic dyes and artificial flavors, and contains vitamins A, C and E. Beeup comes in Very Berry, Tropical Mix and Sour Watermelon flavors, and is available on the brand’s website and in Target stores.
• Beckham is the latest celebrity to enter the CPG food space with an offering that prioritizes better-for-you ingredients.

Dive Insight:

As consumers look closer at what they eat and drink, more upstart brands are capitalizing on that shift with the backing of famous athletes, celebrities and politicians.

Last week, football legend Tom Brady partnered with Gopuff on an organic, vegan gummy snack. And former First Lady Michelle Obama’s Plezi Nutrition has launched several low-sugar beverages during the last few years. Several social media stars, including MrBeast and Ryan Trahan, also have launched candy brands.

Celebrities such as Beckham can lend valuable visibility to brands, especially newcomers, in the crowded snacking space. Beeup’s decision to prioritize healthier ingredients can also help build early momentum by addressing the current demands of parents and children.

“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,” Neff said.

Beckham enjoys beekeeping, the press release noted. The father and former pro athlete said he has previously looked for wholesome snacks for his family and noted the nutritious properties of honey. Consumption of the sweetener has surged because it is perceived as a healthier sugar substitute that may help lower blood pressure and bad cholesterol.