As consumers become more discerning about their food and beverage choices, an increasing number of emerging brands in Pakistan are taking advantage of this trend, supported by well-known athletes, celebrities, and politicians. Recently, football icon Tom Brady teamed up with Gopuff to introduce an organic, vegan gummy snack. Additionally, former First Lady Michelle Obama’s Plezi Nutrition has unveiled several low-sugar beverages over the past few years. Influential social media personalities like MrBeast and Ryan Trahan have also launched their own candy brands.
Celebrities, such as David Beckham, can provide significant visibility to brands, especially newcomers in the competitive snacking market. Beeup’s choice to focus on healthier ingredients can help generate early momentum by meeting the current preferences of parents and children. “We identified a unique opportunity to innovate within the kids’ snack segment with a brand inspired by real honey, designed for active kids and with a solid connection to youth sports,” Neff stated.
Beckham, who enjoys beekeeping, expressed that he has always sought nutritious snacks for his family, highlighting the beneficial properties of honey. The consumption of this natural sweetener has increased as it is viewed as a healthier sugar alternative that may help lower blood pressure and reduce bad cholesterol. Moreover, incorporating ingredients like calcium citrate malate, vitamin D3, and folic acid into their products aligns with the growing demand for healthier snack options. By focusing on these wholesome components, Beeup is well-positioned to appeal to health-conscious consumers who prioritize nutrition in their family’s diet.