David Beckham Launches a New Snack Line Inspired by His Love for Beekeeping

What began as a simple backyard hobby has turned into a new food venture for David Beckham.

In a press release shared with PEOPLE, the former professional soccer player, 50, opened up about the launch of his new line of fruit snacks made from honey. Called BEEUP, Beckham’s product — which he co-founded alongside entrepreneur Shaun Neff — was inspired by his “well-documented love for beekeeping” and his desire to create something nutritious.

“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 said in the release.

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

According to the release, BEEUP will sell 10-packs of “delicious” fruit snacks, available in three flavors: Very Berry, Tropical Mix and Sour Watermelon.

Beckham often documents his love for the hobby through Instagram posts that show him tending to the hive in his backyard.

In one post from 2022, Beckham shared footage of the first time he ever harvested his own honey, joking that the project he began alongside his son Cruz, 20, during the COVID pandemic in 2020 made him emotional.

“Who knew I’d get so emotional about my first harvest of my honey 🍯?” he wrote at the time. “[It all] started with me and Cruzie building our first hive in lockdown 3 years ago @cruzbeckham 🍯 . Sooooooooo excited. Oh and btw, it’s [such] good 🍯 my bees produced 🐝.”

Beckham’s passion for beekeeping and honey only grew from there, his co-founder Neff added.

Beckham has previously been candid about how his family has informed his business ventures. In April, the athlete spoke with PEOPLE about bonding with all four of his kids — sons Brooklyn, 26, Romeo, 22, and Cruz and daughter Harper, 13, through cooking.

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“The biggest thing about grilling is bringing the family together,” he told PEOPLE at the time. “We’re all about that. We’ve always been about sitting down every evening at 6:00 and we all eat together as a family, and we’re lucky with that.”

BEEUP officially launched on June 16 and will be sold in Target stores across the U.S., Target.com, and on the BEEUP website for $4.99.

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