Brooklyn Beckham's Hot Sauce Brand Faces Discounting and Low Sales
Insiders and sales data suggest Brooklyn Beckham's hot sauce venture, Cloud23, is struggling to gain traction despite significant family backing and brand ambition.
Brooklyn Beckham's hot sauce brand, Cloud23, has encountered significant challenges, including widespread discounting and low consumer interest, according to retail observations and industry insights. The brand, launched in September 2024, has seen its products offered at clearance prices and on a buy-one-get-one-free basis in some U.S. supermarkets, while its direct-to-consumer website attracts a fraction of Beckham's social media following.
While David Beckham is prominently featured in high-profile endorsements for brands such as Stella Artois, Pepsi, and McDonald's, potentially earning up to £19 million, his son's venture appears to be on a different trajectory. Cloud23 sauces are currently available at a reduced price of $7 (£5.24) at Whole Foods stores, with a seasonal offer ending July 7, and were found on clearance at Harris Teeter for $13.99 (£10.50) on a buy-one-get-one-free deal. Originally intended to end in May, the Harris Teeter promotion is still active, suggesting difficulty in moving inventory.
Industry experts suggest that Beckham's reluctance to fully leverage his famous surname may be hindering the brand's success. Brand expert Nick Ede noted that not making Brooklyn himself more central to the branding was a missed opportunity, as the name "Beckham" carries immense global recognition, but the "Cloud23" label does not immediately identify its founder.
Beckham himself has acknowledged the difficulties, stating in early 2025 that he "didn't really know what I was getting into" and has experienced "a lot of ups and a lot of downs." He added, "I'm still learning every single day."
In the UK, Cloud23 sauces are still stocked in a limited number of Whole Foods stores, but the brand's UK website no longer sells the sauces directly, offering only T-shirts and caps. Lawyers for Brooklyn Beckham attribute the discontinuation of sauce sales in the UK to high shipping costs for the glass bottles, stating this is "not a reflection of brand struggles."
In the U.S., Cloud23 initially launched in Whole Foods and subsequently secured placement in Erewhon, Bristol Farms, Lazy Acres, and Harris Teeter. However, the brand is no longer stocked at Lazy Acres, and its presence at Harris Teeter is characterized by clearance sales. Retail expert Sarah Johnson commented that markdowns indicate a lack of demand.
Digital market intelligence from Similarweb indicates that Cloud23's website attracts between 200 and 300 daily visitors, a stark contrast to Beckham's 16.4 million Instagram followers. Spikes in website traffic have occurred following significant personal news, such as reported $1 million earnings from DoorDash ads or public statements about his family life.
According to PitchBook, Cloud23 is generating revenue but is not known to be profitable. Lawyers for Beckham argue that the brand is not failing and that confusion about pricing stems from the introduction of a new, smaller bottle, making the older, larger bottles appear heavily discounted. They maintain that e-commerce sales have been growing month over month.
Despite these challenges, Brooklyn Beckham has expressed ambitions for his brand, filing a trademark for "Becks Burgers" and planning a premium burger restaurant in Los Angeles. He continues to promote the sauce's versatility, suggesting its use in sandwiches, cocktails, and even ice cream.