Dive Brief:
- Soccer icon David Beckham has teamed up with entrepreneur Shaun Neff to introduce Beeup, a new food brand. Beeup’s honey-infused fruit snacks are crafted to provide a natural energy boost for kids and families.
- The fruit snacks range from Beeup is GMO-free, devoid of artificial colors and flavors, and enriched with vitamins A, C, and E. Available in Very Berry, Tropical Mix, and Sour Watermelon variants, Beeup can be purchased on the brand’s website and at Target stores.
- Beckham joins the list of celebrities venturing into the consumer packaged goods (CPG) food sector by offering products that emphasize healthier ingredients.
Dive Insight:
With consumers paying closer attention to their dietary choices, emerging brands are leveraging this trend with the endorsement of renowned athletes, celebrities, and public figures.
Last week, football legend Tom Brady collaborated with Gopuff to launch an organic, vegan gummy snack. Meanwhile, former First Lady Michelle Obama’s Plezi Nutrition has introduced various low-sugar beverages in recent years. Social media influencers like MrBeast and Ryan Trahan have also entered the candy market.
Celebrities like Beckham can significantly enhance brand visibility, particularly for new entrants, in the competitive snacking industry. Beeup’s focus on healthier ingredients can further boost its early success by meeting the current preferences of parents and children.
“We identified a unique opportunity to revolutionize the children’s snack sector with a brand powered by authentic honey, tailored for active kids, and deeply connected to youth sports,” Neff remarked.
Notably, Beckham’s interest in beekeeping influenced the brand’s direction. The father and former professional athlete has actively sought nutritious snacks for his family and recognized the health benefits of honey. The surge in honey consumption is attributed to its reputation as a healthier alternative to sugar, potentially aiding in reducing blood pressure and cholesterol levels.