Shoppers have been rushing to pre-order Ed Sheeran’s latest release - and it’s not an album. That’s right, the musician has sent the internet into a frenzy after announcing the launch of a brand new product.
The Thinking Out Loud singer has launched his own line of condiments, born from his love of Heinz Tomato Ketchup, which he even has a tattoo of on his arm. He also previously appeared in an ad in which he douses his meal at a high-end restaurant with the sauce.
But the 32-year-old has broke into the market with his own range of hot sauces, called Tingly Ted’s - and it’s gone down a storm online.
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An Instagram account launched for the brand has been coming in hot, racking up over 8,000 followers in two days. Today, Ed shared a video to his personal Instagram account advertising the new sauces.
Thousands of fans have left comments excited for the launch, with some having already pre-ordered their own bottles.
One shopper said: “I can’t wait to try these. Already know that extra tingly is gonna be my new favourite sauce.”
“Me and my husband always say there's a gap in the market for a decent range of hot sauces!! You have filled it!!” said another.
A third commented: “Just pre-ordered ours, can't wait for them to come but I'm a bit concerned I only ordered 2 and not more.”
While a fourth said: “I’ve never ordered something so fast in my life.”
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 “any meal at all”.
A bundle deal for the sauces - priced at £6 for both - is currently available to pre-order for customers in Europe, Australia and New Zealand. It will go on sale worldwide later this year, with the singular price and UK stockists to be revealed at a later date.
Commenting on the launch, Ed Sheeran 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 want to 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.”
Tingly Ted’s is described as having fresh lemon notes and a smoky flavour that makes the red jalapeno and capsicum chillies “sing”, along with a mix of herbs and spices “that all infuse together to create a party in your mouth”.
Made in collaboration with Kraft Heinz, the sauce is suitable for vegans and has no added colours, artificial flavours or preservatives.
Cristina Kenz, chief growth and sustainability officer at Kraft Heinz International, said: “Insight-led innovation and smart collaborations like this one are fuelling growth at Kraft Heinz, which is why, when Ed told us he wanted to make the ‘ketchup of hot sauces’, we jumped at the chance to make it happen.
“We both wanted a delicious hot sauce that could go from morning eggs to late night snacks, and everything in between. It didn’t exist before.
“Ed’s vision, combined with our size, capability and sauce know-how, felt like the perfect recipe.”
Shoppers can pre-order a bottle at www.tinglyteds.com
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