Sir Sir David Beckham has announced the launch of his new fruit snack brand BEEUP.

Inspired by his own love of beekeeping, the honey based fruit snack is designed to offer children an alternatives to sweets. Beckham commented '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... 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'.