Kraft Heinz has collaborated with musician Ed Sheeran to co-create a new hot sauce range under the name Tingly Ted’s.
The brand, named after Sheeran’s childhood nickname, comes in two varieties – Tingly and Xtra Tingly – and is described as the perfect condiment for fries, nuggets, falafels, fried chicken or other meals.
Both variants are available for order from Tingly Ted’s’ online store (£6/248ml). It will go on sale worldwide later this year, with UK stockists to be revealed at a later date.
Sheeran, a self-proclaimed sauce fanatic, has worked with Kraft Heinz on previous collaborations involving Heinz ketchup.
He said: “I love sauces, that’s no secret. But the older I’ve got, the more I love and need spice with every single meal.
“I travel a lot, so having a bottle in my suitcase wherever I go that can spice up any and every meal seemed like a good idea. I knew I didn’t wanna do a watery hot sauce, as they usually all get relegated to the same shelf of other random hot sauces. I wanted to make a sauce that took the same pride of place as ketchup.
“I had a year of whittling down the perfect flavours with a great mixing team, and we settled on two absolute belters. The Tingly and the Xtra Tingly. I’ve had them on tour with me recently to try them with all sorts of meals, and there really isn’t anything they don’t go with (except bananas, don’t do that).”
Rafael Oliveira, EVP & President, International Markets at Kraft Heinz, added: “It’s rare to find someone who is as passionate about sauces as we are – and it’s no secret Ed is already one of the biggest Heinz Tomato Ketchup fans you can find – so when we heard he wanted to make his own hot sauce, we of course wanted in.
“We invited Ed to collaborate and moved quickly to develop a recipe that brought his vision to life. The rest is history, and here we are with a delicious addition to our Taste Elevation platform, which is all about enhancing food with great flavour. We can’t wait for people to try it.”
