Beeup, the snack brand founded by soccer star David Beckham, has launched at Target stores across the US.
In a statement yesterday (16 June), Beeup said the brand came was “looking to disrupt the US snack market”.
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Beeup was established in partnership with Shaun Neff, an entrepreneur who has launched brands such as the Sun Bum, BÉIS and Moon Oral Care.
Mike Keown, who has 40 years’ experience in consumer packaged goods, has been appointed CEO of the new company.
Commenting on the launch, Beckham said: “I am excited to make this wholesome, nutritious ingredient available for active kids and families in the form of these incredible Beeup snacks.
“Whether prepping for a game, performance, or the playground, we have made Beeup to offer families natural energy they could feel good about eating.”
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By GlobalDataBeeup products are available in packs of ten at Target stores, online at Target.com, and the Beeup website for $4.99.
Neff added: “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.”
The fruit snack line, available in three flavours, Very Berry, Tropical Mix, and Sour Watermelon, is non-GMO and “free from synthetic dyes” and “fake flavours”, a move that bodes well in the US where legislation has been heating up around food dyes.
At the end of March, the US state of West Virginia banned the use of seven synthetic dyes in school lunches and food items.
Earlier this month, a bill passed by Texas legislators also looks to bring warning labels to food products containing ingredients that are restricted or not recommended for human consumption in other countries.
The proposed law highlights over 40 substances, including synthetic food dyes and bleached flour, that would require labelling requirements.
The measure is currently awaiting the signature of Governor Greg Abbott and, if enacted, would come into effect in 2027.
News of the Beeup launch comes as Beckham’s eldest son, Brooklyn Beckham, reportedly faces a trademark dispute with Brauerei Beck & Co over his hot sauce brand’s expansion.
According to The Sun, Brooklyn applied to trademark “Becks Buns” in the US, but the owner of Beck’s beer Brauerei Beck & Co, part of AB InBev, is looking to challenge it and has been given an extension to file documents.
