“It started with David’s passion of beekeeping and his love for honey,” said Shaun Neff.

Sir David Beckham, that is, having just been knighted by the royal family.

Neff, co-founder of brand incubator Beach House Group, has partnered with the former professional soccer player, the one-time England captain and now co-owner of Inter Miami, on his first venture into food: Beeup, a gummy snack rooted in honey. Mike Keown (formerly of Honey Stinger) leads the company as chief executive officer.

Like many, Neff watched Beckham’s Netflix docuseries when it was released in October 2023, he said. It featured behind-the-scenes footage of Beckham’s rise to global stardom, and for all his accomplishments, the show began with a clip of Beckham beekeeping.

“That’s what started this whole thing,” Neff went on. “It was me seeing massive authenticity and love for honey from David.”

Neff has a proven track record of building brands alongside talent; he’s worked with Kendall Jenner on Moon, the oral care company; Millie Bobby Brown on her Gen Z makeup line Florence by Mills; Shay Mitchell with a luggage and travel brand Béis, and Tracee Ellis Ross on hair-care line Pattern, to name a few. He’s also co-owner of L.A. professional soccer club LAFC.

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

It’s a 10-pack fruit snack offered in three flavors at $4.99 each, available at beeupsnacks.com and Target stores nationwide: Very Berry (strawberry, raspberry, blueberry), Tropical Mix (pineapple, mango, passion fruit, papaya) and Sour Watermelon, with honey among the sweeteners. It has vitamins A, C and E, said Neff, with no synthetics. It’s also certified non-GMO and gluten-free, made in Mexico.

“This was all in person,” Neff said of the development process. Beeup has been about a year-in-a-half in the making. “David and I have tasted hundreds of samples, and we finally got it to a spot where we think we have incredible product.”