The Kraft Heinz Company has unveiled a new collaboration with musician Ed Sheeran to create “the ultimate” hot sauce under the Tingly Ted’s brand.
Available for pre-order, Tingly Ted’s is the latest product 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 worked with Kraft Heinz on previous collaborations involving Heinz ketchup, Sheeran reached out to the company’s sauce experts to develop a hot sauce that serves the needs of many with just one bottle.
“I love sauces, that’s no secret. But the older I’ve got, the more I love and need spice with every single meal,” Sheeran said.
“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 had a year of whittling down the perfect flavors 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.”
Tingly Ted’s comes in two flavors, including an “Xtra Tingly” variant, and is made using red jalapeños and capsicum chillies. Named after Sheeran’s childhood nickname, the new sauce hopes to propel Kraft Heinz’s strategy forward into the expanding hot sauce category, which is expected to grow at a rate of 6.3 percent to $5.4 billion in 2027.
“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,” said Rafael Oliveira, EVP and president, international markets at Chicago-based Kraft Heinz.
“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.”
To pre-order a bottle and find out more, visit tinglyteds.com.