David Beckham has entered a new chapter of his post-playing career, launching his own honey-based snack brand in the United States. The Manchester United icon, who discovered a love for beekeeping during the COVID-19 lockdown, has turned his hobby into a full-fledged business called BeeUp. The launch comes as Beckham and his wife Victoria's combined fortune recently surpassed the £500 million ($675m) milestone.

Beckham launches BEEUP snack business

Beckham announced the launch of BeeUp, a honey-based snack aimed at kids as a healthier alternative to sweets. The products hit U.S. shelves this week at major retailer Target, with Beckham proudly sharing his excitement on Instagram. He posted a photo in front of the stocked shelves.

AdvertisementHobby turns into a healthy-living business

"My love of beekeeping and making my own honey began as a hobby and quickly grew into a passion," Beckham explained in June. "As a father and former athlete, it's always been important to me to give my kids wholesome alternatives to sweets. That's why I created BEEUP-a new snack brand rooted in honey, my love for family, and active living.

"Whether it's early mornings, after-school sports, or weekend adventures, BEEUP delivers better energy, one delicious bite at a time. This time-tested superfood tastes delicious and provides the energy kids need – perfect for fuelling up before practice, lessons, or games."

Getty Images EntertainmentWhat is Beckham's net worth?

This new venture arrives as the Beckham family’s net worth crossed the £500m ($675m) mark, cementing David and Victoria's status as one of the UK’s wealthiest celebrity couples. Beckham has built his fortune through football, sponsorships, business deals, and Inter Miami’s stunning growth in value. BEEUP marks his latest move to diversify 'Brand Beckham' even further.

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BEEUP to continue rolling out in the U.S.

BEEUP will continue its rollout across the U.S. in the coming months, with Beckham expected to expand the brand internationally. The ex-England captain’s growing empire shows no signs of slowing, with Inter Miami and now BEEUP at the heart of his business portfolio.