Sir David Beckham has launched a new ‘passion project’ business venture in a bid to add to his multi-million pound fortune.

The former footballer, 50, who was finally honoured with a knighthood last week, already has a string of brand deals and businesses.

In an intriguing venture to augment his estimated net worth of £372 million ($450 million), David has introduced BEEUP, a honey-infused snack for kids, now available at Target in the US.

The concept has been developing ever since David discovered an enthusiasm for beekeeping and honey production during lockdown—referred to endearingly by his wife Victoria as ‘David’s Sticky Stuff’.

David expressed: ‘I’m thrilled that @beeupsnacks has finally launched. It’s been a passionate endeavor for me and something I’ve been quietly working on for a while now. 

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Sir David Beckham, 50, has launched a new ‘passion project’ business venture BEEUP in a bid to add to his multi-million pound fortune

The former footballer, who was finally honoured with a knighthood last week, already has a string of brand deals and businesses

‘Since building my first hive in 2020 I’ve fallen in love with beekeeping and I’ve learnt so much about the health benefits of honey. 

‘As a dad and as a former athlete I wanted to create something for kids to enjoy as part of an active lifestyle so we created BEEUP…..delicious, honey-based snacks.

‘Available now in the US at @target I can’t wait for you to try it’.

BEEUP’s new 10-pack of delicious fruit snacks will be available in three juicy flavors, including Very Berry, Tropical Mix, and Sour Watermelon for $4.99.

All BEEUP snacks harness honey’s superfood power to fuel kids and families to be their best through busy mornings, after-school sports, and everything in between.

This nutrient-dense powerhouse ingredient offers a naturally sweet upgrade from refined sugars and delivers real energy for real life.

The reimagined fruit snack line is non-GMO, free from synthetic dyes, fake flavours, and contains an excellent source of Vitamins A, C, and E.

In the video promoting his new product, David said: ‘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.

But in a new move to add to his estimated £372million ($450m) net worth, David has launched BEEUP, a honey-powered snack for children

BEEUP’s new 10-pack of delicious fruit snacks will be available in three juicy flavors, including Very Berry, Tropical Mix, and Sour Watermelon for $4.99

The idea has been long in the running since David found a passion for beekeeping and making honey – which his wife Victoria prefers to call ‘David’s Sticky Stuff’

David’s love of beekeeping was revealed in a Netflix documentary on the lives and careers of the superstar footballer and his fashion designer wife

David previously revealed his friendship with King Charles flourished due to their mutual love of beekeeping after he was named King’s Foundation ambassador (pictured together in 2024)

‘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.’

David’s love of beekeeping was revealed in a Netflix documentary on the lives and careers of the superstar footballer and his fashion designer wife.

The couple were shown playfully disagreeing about what their freshly produced honey should be called.

He told the cameras: ‘There’s a bit of an argument in the house at the moment. I think it should be Golden Bees. Victoria likes DBee’z Sticky Stuff.’

David went on to reveal his friendship with King Charles flourished due to their mutual love of beekeeping after he was named a King’s Foundation ambassador.

He said: ‘It was inspiring to hear from the King about the work of His Majesty’s foundation during my recent visit to Highgrove Gardens – and compare beekeeping tips.’

On World Bee Day last year, Beckham uploaded an Instagram video showing him working on a beehive.

The former England captain proudly led in the King’s Birthday Honours list after being in the running for more than a decade

Congratulating her husband, Victoria shared a loved-up photo to Instagram and wrote: ‘You’ve always been my knight in shining armour, but now it’s official. Sir David!!! What an honour, I couldn’t be prouder of you’

In another post, he is pictured next to a hive with a caption saying: ‘Be kind and they will be calm.’

The former England captain proudly led in the King’s Birthday Honours list after being in the running for more than a decade.

Congratulating her husband, Victoria shared a loved-up photo to Instagram and wrote: ‘You’ve always been my knight in shining armour, but now it’s official. Sir David!!! What an honour, I couldn’t be prouder of you.

‘Your dedication to the things that matter most — your country, your work, your passion, and most of all, your family — has never wavered.

‘The way you’ve touched so many lives over the years with kindness and humility speaks volumes about the man you are and continues to inspire us everyday.’

She concluded: ‘But above all else, I’m so, so proud to call you mine. I love you so much xxxx’

David declared himself ‘immensely proud’ as he finally received a knighthood after years of being snubbed.

He said he ‘never could have imagined I would receive such a truly humbling honour’, as his Spice Girl wife Victoria also becomes Lady Beckham.

David told his children ‘I will always be there, no matter what’ in an emotional Father’s Day Instagram post on Sunday amid their ongoing family fallout

Victoria and David are in the midst of an escalating rift with eldest son Brooklyn Beckham and his actress wife, Nicola Peltz – after the couple were absent from all of the former footballer’s 50th birthday celebrations

Victoria shared pictures of David and their four children Brooklyn, 26, Romeo, 22, Cruz, 20, and Harper, 13, laughing and looking cheery in happier times 

It comes after David told his children ‘I will always be there, no matter what’ in an emotional Father’s Day Instagram post on Sunday amid their ongoing family fallout.

Victoria and David, 50, are in the midst of an escalating rift with eldest son Brooklyn Beckham and his actress wife, Nicola Peltz, after the couple were absent from all of the former footballer’s 50th birthday celebrations.

He shared pictures of Victoria and their four children Brooklyn, 26, Romeo, 22, Cruz, 20, and Harper, 13, laughing and looking cheery in happier times. 

Subtly reaching out to his eldest son, David insisted he will always be around to support Brooklyn even if times get tough.

He wrote: ‘My most important & favourite job in life is being a dad… I’m so proud of all of you and like daddy ( sorry boys ) tells you every single day I will always be here for you no matter what… 

‘Mummy thank you for doing the most important part and making me a father there is no greater gift in life than making me a dad… Happy Father’s Day… I love you kiddies more than you could imagine..  @victoriabeckham @brooklynpeltzbeckham @romeobeckham @cruzbeckham #HarperSeven @tedbeckhamdavid’

Cruz responded to his father on the post, writing: ‘You mean the world to us and inspire us every single day dad I love you’.