BEEUP

What BEEUP does

BEEUP is a consumer packaged goods company that produces honey-based fruit snacks marketed toward active children aged 5-14 and the parents who purchase for them. Founded in 2024 and co-founded by David Beckham, the company positions its products around real honey as the primary sweetener, differentiating from competitors that rely on corn syrup, artificial dyes, and major allergens. The product portfolio consists of four flavors — Sour Green Apple, Sour Watermelon, Very Berry, and Tropical Mix — sold as individually wrapped 2oz pouches containing one teaspoon of real honey each, packaged in 18-pouch reusable caddies. Two bundle SKUs are offered: a Build Your Own Caddy Bundle (2-pack, $60) and a Variety Caddy Pack (4-pack, $120). Products are certified gluten-free, non-GMO, allergen-free, dye-free, and made in a nut-free facility.

The company operates a multi-channel distribution strategy combining direct-to-consumer e-commerce through a Shopify-powered website, nationwide physical retail at Target stores and Target.com, and marketplace presence on Amazon.com. Its go-to-market motion emphasizes community engagement through a strategic partnership with the American Youth Soccer Organization (AYSO), positioning the brand within youth sports routines, and a nonprofit partnership with the Bee Health Collective that reinforces the honey/bee provenance narrative. Marketing is concentrated on organic social channels (Instagram, TikTok), email, and SEO-driven content, with the David Beckham co-founder narrative as a central brand asset. End customers are U.S. parents of active children, with secondary targeting of youth sports teams and organizations.

BEEUP's revenue model is transactional — one-time consumer purchases via DTC and wholesale distribution to retail partners (Target, Amazon). No subscription or recurring revenue mechanism is currently operational, although the Shopify storefront is described as subscription-ready. The company is privately held, structured as BEEUP LLC in California, with no disclosed external funding, institutional investors, headcount, or financial metrics. The operational footprint is limited to the continental United States, with shipping explicitly restricted to Hawaii, Alaska, and all international markets.

Name

BEEUP

Legal name

BEEUP LLC

Website

https://beeupsnacks.com

Company type

Private

Operating status

Operating

Short description

BEEUP is a consumer packaged goods company that produces honey-based fruit snacks for active children, co-founded by David Beckham in 2024. It sells through Target, Amazon, and direct e-commerce, targeting parents seeking clean-label alternatives to corn-syrup-based kids' snacks.

Ownership category

akta.pro rank

Product category

Kids' Snacks

NAICS

Nonchocolate Confectionery Manufacturing (31134), Sugar and Confectionery Product Manufacturing (3113)

SIC

Sugar & Confectionery Products (2060), Food And Kindred Products (2000)

akta.pro industry

PRIMARYCRADABAJ

Fruit Snacks & Dried Fruit

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

SECONDARYAFAKAIAL

Dried Fruit & Fruit Snacks Manufacturing

Agriculture & Food Production/Food Processing & Manufacturing/Snack Foods Manufacturing (Chips, Nuts, Popcorn)

SECONDARYAFAJAAAL

Honey & Apiculture Sweeteners (Honey, Honey Powders)

Agriculture & Food Production/Food Ingredients & Additives/Sweeteners (Sugar, Syrups, High-Intensity Sweeteners)

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Honey fruit snacks
• Kids snack brand
• Allergen-free snacks
• Clean label snacks
• Natural energy snacks

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: BEEUP sells products directly to consumers through their Shopify-powered website. Customers can purchase pre-configured bundle packs and build custom caddy bundles with their choice of flavors. Orders are processed and shipped directly to consumers.
2. Retail Distribution: Products are sold through major retail partners including Target stores nationwide and on Target.com, as well as Amazon.com. This provides wholesale/revenue share from retail partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

BEEUP manufactures and sells honey-based fruit snacks for active kids. Products are sold as individually wrapped 2oz pouches containing 1 teaspoon of real honey, packaged in 18-pouch caddies and offered in two bundle formats (2-pack and 4-pack) across four flavors. The brand is co-founded by David Beckham and emphasizes clean ingredients free from corn syrup, artificial dyes, and major allergens.

Product overview

BEEUP is a snack brand for active kids powered by real honey. The product line consists of honey fruit snacks sold in two bundle formats: Build Your Own Caddy Bundle (2 Pack x 18-Pouch Caddy, $60) and Variety Caddy Pack Try Every Flavor (4 Pack x 18-Pouch Bundle, $120). Each caddy contains 18 individually wrapped 2oz pouches. The core products come in four flavors: Sour Green Apple, Very Berry, Tropical Mix, and Sour Watermelon. All products feature real honey as the #1 ingredient, contain vitamins A, C, and E, are free from artificial dyes, corn syrup, allergens, and are Non-GMO and gluten-free. The brand was co-founded by David Beckham and is available at Target and Amazon, and directly through their website.

Differentiator

Problem solved

Functional benefit

Products and services

• Build Your Own Caddy Bundle | 2 Pack x 18-Pouch Caddy

Quantifiable outcome

• 1-2 pouches provide energy to support active kids through a 60-minute soccer game or practice
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• AYSO (American Youth Soccer Organization)coreStrategic or Co-development PartnerBEEUP has partnered with AYSO to support youth soccer families at practices, game days, and after-school routines. The partnership aims to champion community, activity, and better snack choices for players, parents, and snack-time heroes. BEEUP provides funding and product support for AYSO events and programs.
• Bee Health CollectivecoreStrategic or Co-development PartnerBEEUP partners with the Bee Health Collective, a nonprofit dedicated to research and action that keeps honey bees healthy and thriving. The partnership supports pollinators that make honey possible, funding real-world solutions and sharing resources. This aligns with BEEUP's core ingredient positioning around real honey.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bare Snacks: Bare Snacks makes baked fruit and vegetable chips positioned as clean, no-sugar-added snacks. Comparable to BEEUP on natural-ingredient kids' snacking and similar target retail partners.
• YumEarth: YumEarth makes organic, allergen-free kids' snacks and candy sold in mainstream retail including Target. Comparable to BEEUP on natural ingredients, no-artificial-dyes positioning, and target retail channels.
• Stretch Island: Stretch Island produces fruit strips and chews marketed as wholesome kids' snacks. Comparable to BEEUP on fruit-based snacking format and target parent demographic seeking healthier lunchbox alternatives.
• SmartSweets: SmartSweets offers low-sugar gummy candy and chews targeting health-conscious parents and kids. Comparable to BEEUP on better-for-you candy/snack positioning and Target-channel distribution.
• MadeGood: MadeGood produces allergen-free, school-safe kids' snacks including bars and granola minis. Strongly comparable to BEEUP on allergen-free certification, school-channel positioning, and clean-label credentials targeting active kids.
• Mott's: Mott's is a major incumbent in kids' fruit snacks and applesauce, occupying the same shelf set as BEEUP. Directly comparable as both target the same health-conscious parent demographic and compete for the same kids' snack aisle real estate.
• That's It. That's It. is a clean-label fruit snack brand built around real fruit with no added sugar, sharing BEEUP's clean-ingredient, allergen-free, parent-trust positioning. Closest direct competitor on product philosophy and target consumer.
• Welch's Fruit Snacks: Welch's is the dominant kids' fruit snack brand in the same pouch-format category where BEEUP competes. Both sell individually wrapped fruit snacks positioned for school lunches and active kids, though Welch's uses corn syrup vs. BEEUP's honey base.
• Clif Kid: Clif Kid is the children's line of the Clif Bar brand, focused on active-kids snacking and sports nutrition. Strongly comparable to BEEUP on active-kids positioning, sports partnership strategy, and clean-ingredient credentials.

Broad incumbents

• Annie's Homegrown: Annie's (owned by General Mills) is a broader organic kids' snack and mac-and-cheese brand with extensive retail footprint. Comparable on better-for-you kids' food positioning but operates across many categories beyond fruit snacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/beeupsnacks
• TikToktiktok.com/@beeupsnacks

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BEEUP