Kraft Heinz and Ed Sheeran launch new hot sauce

The Kraft Heinz Company collaborates with chart-topping musician Ed Sheeran to co-create a hot sauce under the newly created Tingly Ted’s brand.

Available for pre-order now, Tingly Ted’s is the latest insight-led innovation from Kraft Heinz as it continues to grow its Taste Elevation platform around the world, expanding into new categories and channels to fuel its transformation.

Having already worked with Kraft Heinz on previous collaborations involving Heinz ketchup, Ed, a self-proclaimed sauce fanatic, sought out Kraft Heinz to develop a hot sauce like no other, serving the needs of many with just one bottle.

Ed Sheeran explains, “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).

“I’m so excited to bring this product out, it’s genuinely something I use every day on all three meals. I hope you love them as much as I do.”

Named after Ed’s childhood nickname Tingly Ted’s comes in two flavours, including an ‘Xtra Tingly’ variant, and is made using red jalapeños and capsicum chillies.

Rafael Oliveira, EVP & President, international markets, at Kraft Heinz comments, “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.”

Tingly Ted’s is expected to roll out around the world through 2023. To pre-order a bottle and find out more, visit www.tinglyteds.com or www.instagram.com/tinglyteds.