David Beckham’s BEEUP Launches at Target, Aiming for a Healthier Bite of the $53B U.S. Snack Market
Krissy Vann | Host, All Things Fitness and Wellness
David Beckham is entering the functional food space with a product rooted in personal passion and aimed at a sizable consumer category. BEEUP, a new fruit snack brand co-founded by Beckham and brand builder Shaun Neff, is now available at Target stores across the United States.
For the fitness and wellness industry, the relevance lies in the growing overlap between active lifestyles and clean-label nutrition. More brands are expanding beyond traditional fitness offerings into categories that align with consumer wellness values, and BEEUP positions itself directly in that space.
The snack line is centered on honey as its primary ingredient. The idea came from Beckham’s personal experience as a beekeeper. “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 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.”
The U.S. snack market is projected to reach $53.33 billion in revenue by the end of 2025. BEEUP is attempting to carve out a niche within that space by offering products that are non-GMO, free from synthetic dyes and artificial flavors, and fortified with vitamins A, C, and E.
Beckham, who is also President and Co-Owner of Inter Miami CF, adds credibility through his sports background, while Shaun Neff brings experience building consumer brands like SUN BUM, BÉIS, and Moon Oral Care.
“From my first conversation with David, it was clear that his passion for beekeeping and honey had sparked something special,” said 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.”
Leading the company is CEO Mike Keown, a consumer packaged goods veteran with four decades of experience. His presence signals an operational strategy that extends beyond celebrity endorsement.
BEEUP is not a traditional fitness brand, but it aligns with a broader shift in consumer interest toward natural energy sources and family-oriented nutrition. For gym operators, wellness brands, and fitness-focused retailers, it represents the kind of product crossover that continues to shape the wellness economy.
