English soccer legend David Bechkam and entrepreneur Shaun Neff have debuted a new lineup of fruit snacks sweetened by honey, the new company announced Monday.
BEEUP officials said that the product stemmed from Beckham’s beekeeping hobby; he partnered with Neff — who has previously launched the Sun Bum, BÉIS and Moon Oral Care brands — to establish the business.
Longtime consumer goods executive Mike Keown, who most recently led sports nutrition product company Honey Stinger, is the new company’s CEO, and its products debuted exclusively at Target stores.
The fruit snacks, available in packs of 10, come in “Very Berry,” “Tropical Mix” and “Sour Watermelon” varieties.
"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 in a statement. “It's been an incredible journey working with David and bringing this brand to life."
