It seems like there are only two paths forward for retired athletes these days—become a sports commentator, a la A-Rod, or start a gummy brand. Tom Brady launched his own brand of healthy gummies earlier this month, and now David Beckham is throwing his hat into the ring with BEEUP, a new brand of honey-powered snacks. Along with co-founder Shaun Neff, Beckham kicked off the launch with an array of fruit snacks that are now available at Target.
Per a press release, the brand was born out of Beckham’s love for beekeeping and harvesting his own honey. After learning about the countless health benefits of honey, he decided to utilize the powerhouse ingredient to formulate his own line of snacks to help fuel kids in what the brands says is a healthier way.
Honey is for sure a superfood—for starters, it contains antioxidants, which may help reduce oxidative stress in the body. And some research suggests honey may offer modest benefits for blood sugar management compared to refined sugar. (There is also limited evidence that honey may help lower blood pressure, but more research is needed to confirm this effect.)
BEEUP’s fruit snacks currently come in three flavors—Very Berry, Tropical Mix, and Sour Watermelon. Additionally, the snacks are free of synthetic dyes, flavors, and GMOs. Even if you’re not a kid, the adorable packaging is sure to attract you like a bee to pollen.
