Ed Sheeran’s spices up the hot sauce market

Celebrity endorsement can lead to spikes in product sales – but the new trend is celeb’s launching their own product ranges – as evidenced by Ed Sheeran’s new hot sauce deal with sauce giant Heinz.

The jalapeño-based creation is inspired by ketchup, which the 32-year-old is such an avid fan of he even has a tattoo of a Heinz bottle tattooed on his arm.

Sheeran’s Tingly Ted’s range is a collab between the singer and Heinz and includes a Tingly and an Xtra Tingly version. To promote Tingly Ted’s, Sheeran has fronted a new campaign for Heinz.

This is also the second time that Kraft Heinz has collaborated with Sheeran, having launched his own version of Heinz Tomato Ketchup in celebration of the brand’s 150th birthday.

“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,” Kraft Heinz EVP and president, international markets, Rafael Oliveira said.

“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.”

Sheeran added: “I love sauces, that’s no secret. But the older I’ve got, the more I love and need spice with every single meal.