Queens’ Choice Awards Spotlight: BEEUP Snacks…

When the National Honey Board’s Queens’ Choice Awards recognize a product, it’s not just about taste. It’s about innovation, marketability and a deep respect for honey as a hero ingredient. BEEUP Snacks checks every one of those boxes.

BEEUP’s momentum isn’t just centered on David Beckham’s star power. It’s also attributed to Peter Sterns, CEO, a veteran food scientist and product developer whose career spans some of the most influential brands in modern CPG. From early work at Balance Bar to leading innovation at Annie’s (yes, those Cheddar Bunnies), to scaling wellness products under the Unilever umbrella, Peter brings a rare combination of technical rigor and consumer-first thinking. Today, he’s applying that experience to one of food’s most time-tested ingredients: honey.

Why Honey—and Why Now?

“Honey is challenging, and that’s exactly why it matters,” Peter said. “It’s expensive, it’s real and it doesn’t behave like corn syrup or refined sugar. If you can make honey work at scale, you’re doing something right.”

At BEEUP, honey isn’t a flavor note; it’s the hero sweetener. Each snack pouch is formulated to deliver honey in a format designed for modern, on-the-go consumers. The result is a honey fruit snack that’s shelf-stable, portable and built with performance in mind.

From an R&D standpoint, that’s no small feat. Honey naturally wants to migrate, crystallize and react differently depending on temperature and time. BEEUP’s team tackled those challenges head-on, combining honey with fruit pectin, tapioca and thoughtfully selected ingredients to create a product that holds up in backpacks, gym bags, lunchboxes and in everyday life.

“We build everything with commercialization in mind,” Peter said. “If it works on the bench, it has to work when you’re making a million units.”

A Product That Delights First

For BEEUP, performance doesn’t come at the expense of flavor.

“Our rule is simple: it has to delight,” Peter said. “Taste comes first. Always.”

That philosophy aligns perfectly with the Queens’ Choice Awards, which celebrate honey-forward products that succeed because consumers actually love them, not just because they check a functional box.

BEEUP’s honey fruit snacks are designed to appeal across ages and lifestyles. Kids love the flavor. Parents love the ingredients. Athletes and active adults love the portability and quick energy. What started as a kid-friendly format has quickly revealed a much broader audience, a familiar story for anyone who remembers Annie’s early days.

Built With Integrity, Not Shortcuts

In a crowded snack landscape, BEEUP is intentionally taking the harder road.

“We’re not here to be a cheap filler,” Peter said. “We’re spending money on quality ingredients, on honey and on doing things the right way.”

That commitment extends to sourcing conversations, manufacturer vetting and constant formulation testing. BEEUP works closely with honey suppliers, regularly evaluates varietals and blends and stays deeply connected to what’s happening in the honey industry, from flavor nuances to environmental realities.

Supporting Bees, Backed by Action

BEEUP’s honey-first philosophy naturally extends to pollinator support and education. The brand actively partners with bee-focused organizations and emphasizes transparency around where support dollars go and how they make an impact.

For Peter, this isn’t marketing—it’s personal. Education, sustainability and authenticity remain central pillars as BEEUP continues to grow.

“I’ve worked in nonprofits. I know how important it is that support actually reaches the people and systems doing the work,” he said. “Bees aren’t a mascot. They’re essential.”

What’s Next for BEEUP?

While BEEUP’s current lineup has earned Queens’ Choice recognition, this is just the beginning. The brand is preparing for a full refresh, including new packaging and expanded product formats designed to deliver even more honey per pouch.

“Keep your eyes on what’s coming,” Peter said. “If you like what you see now, 2026 is going to be something special.”

As BEEUP scales thoughtfully with honey at the center, it represents exactly what the Queens’ Choice Awards were created to spotlight: brands that honor honey’s legacy while pushing it forward for a new generation.