David Beckham Launched a New Honey-Based Snack Line — Here’s Where You Can Get It

David Beckham, one of the greatest athletes of our lifetime, is up to something new. And it will leave fans buzzing.

In 2020, the former athlete discovered a deep passion for beekeeping, a love that he highlighted in his Netflix show and across his various social media channels, which we can now all reap the rewards of, thanks to his brand-new snack line, Beeup. 

On June 16, the football star launched his honey-based take on fruit snacks in partnership with serial entrepreneur Shaun Neff, who is behind 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,” Neff explained in a press release statement provided to Food & Wine. Together, the duo 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.”

Beckham additionally explained that the inspiration for these treats is, naturally, his fluttering little buddies, whom he got to know through spending endless hours with the hives, caring for each bee, and personally harvesting their honey.

“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,” Beckham added.

The brand also emphasized in the press release that honey is the primary ingredient, giving each one a natural sweetness. The snack is also gluten-free “to meet the needs of modern families with dietary-friendly, better-for-you snacks.” 

The 10-pack fruit snacks are available for purchase in three flavors: Very Berry, Tropical Mix, and Sour Watermelon. They are exclusively sold at Target stores, Target’s website, and the Beeup website. 

And as Beeup added on its site, it’s “committed to protecting bees and their vital role in the ecosystem by partnering with organizations dedicated to pollinator conservation, education, and research.”

“I am excited to make this wholesome, nutritious ingredient available for active kids and families in the form of these incredible Beeup snacks,” Beckham added. “Whether prepping for a game, performance, or the playground, we’ve made Beeup to offer families natural energy they could feel good about eating.”