Brooklyn Beckham's venture into the food industry with his hot sauce brand, Cloud23, is facing challenges, with reports of significant discounting and low consumer interest. Insiders suggest that a key misstep may be Beckham's reluctance to fully embrace his globally recognized surname in his branding efforts. This approach contrasts sharply with that of his father, David Beckham, whose endorsements for brands like Stella Artois, Pepsi, and McDonald's are reportedly generating millions.
Cloud23 sauces, launched in September 2024, were initially met with familial support, including social media praise from David Beckham and joint appearances at store launches. However, the competitive nature of the hot sauce market, even with the potential backing of billionaire father-in-law Nelson Peltz, has presented hurdles.
Retailers in the U.S. have implemented significant markdowns for Cloud23. A Harris Teeter supermarket in Washington D.C., where David Beckham was seen promoting a World Cup campaign, had Brooklyn's hot sauce on a 'Buy-one-get-one-free' offer. While lawyers for Beckham state this was to clear older, larger bottles before the introduction of a new, smaller size, retail experts view such discounts as an indicator of slow sales. Similar markdowns were observed at Whole Foods.
Further compounding the challenges, the brand's website reportedly attracts only 200 to 300 visitors per day, a fraction of Beckham's 16.4 million Instagram followers. While spikes in website traffic have occurred during periods of personal news, such as his January Instagram statements about family control or his reported paid advertisements, the sustained direct-to-consumer sales appear to be a concern.
Cloud23's presence in the UK has also seen retrenchment. While still stocked in a limited number of Whole Foods stores, the brand's UK website no longer sells sauces, redirecting customers to merchandise like T-shirts and caps. Lawyers attribute this to the high costs of shipping glass bottles, a move they describe as an adjustment to logistics and market realities, rather than a reflection of brand struggles.
According to PitchBook, Cloud 23 is generating revenue but is not known to be profitable. In contrast, David Beckham's recently launched IM8 vitamin supplements are reportedly generating $10 million a month.
Despite these reported difficulties, Brooklyn Beckham maintains a forward-looking perspective. He has filed for a trademark for 'Becks Burgers' and aims to open a premium burger venue in Los Angeles. He expressed to Adweek magazine a commitment to his work, stating, 'I'm doing what I love. I have a very supportive wife, my four dogs, and my work. I just put my head down and work.'