BEEUP Information

In 2025, BEEUP was founded to bring the natural power of honey to the kids’ snack aisle. The brand is co-founded by David Beckham, former athlete, entrepreneur, and Shaun Neff, the serial entrepreneur, together with Authentic Brands Group (ABG), one of the world’s largest brand development and entertainment platforms. The idea was inspired by David’s well-documented passion for beekeeping. As a father and former pro athlete, he saw firsthand the power of honey as a nutritious, natural source of energy. That spark became BEEUP, a new kind of snack brand created to fuel kids and families through busy mornings, after-school sports, and everything in between. BEEUP snacks harness honey’s superfood power with bold flavors, simple ingredients, and no synthetic dyes or artificial flavors. Made with real honey as the number-one ingredient, they are non-GMO, gluten-free, and an excellent source of Vitamins A, C, and E. The reimagined fruit snack line is now available nationwide at Target, Target.com, and beeupsnacks.com. BEEUP is proud to be the Official Fruit Snack Partner of AYSO and Inter Miami CF Academy, and to partner with the Bee Health Collective, furthering our commitment to the development of youth sports and to protecting the bees behind our favorite ingredient.