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Ed Sheeran launches hot sauce brand Tingly Ted’s
By Andy Malt | Published on Tuesday 21 February 2023
Ed Sheeran has announced that he’s getting into the hot sauce game, his famous love of basic ketchup having apparently waned.
The new sauce he is flogging – called Tingly Ted’s – will come in two different flavours, depending on how spicy you like your food. And it’s designed to go with every single meal you ever eat. Literally everything. Except bananas.
“I love sauces, that’s no secret”, says Sheeran. “But the older I’ve got, the more I love and need spice with every single meal”.
See? “I travel a lot”, he goes on, “so having a bottle in my suitcase wherever I go that can spice up any and every meal seemed like a good idea”.
Now, you might think that different meals usually require different kinds of sauces. But then, I guess, there are some strange people that do put tomato ketchup on pretty much everything. And it’s that one-stop-shop put-it-on-anything kind of sauce product that Sheeran wanted to create.
“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”, he says. “I wanted to make a sauce that took the same pride of place as ketchup”.
Sheeran’s own love of ketchup is well known, of course. So much so, he ended up collaborating with the market leading ketchup maker that is Heinz.
In 2019, he created his own version of its ketchup – Tomato Edchup – and then made an advert detailing his tendency to take a bottle of Heinz’s product with him to fancy restaurants that don’t usually offer ketchup as an option.
But he’s all about the hot sauce now. No more ketchup for Ed. Well, maybe he’s putting both sauces on all of his food. I wouldn’t put it past him. Though that would require carrying two bottles in the suitcase. Two bottles!
With that Heinz tie-up, Sheeran seemingly just stuck his own ‘Edchup’ label on the food giant’s existing product. But with this latest saucy venture he’s built a brand new condiment from the ground up.
“I had a year of whittling down the perfect flavours with a great mixing team, and we settled on two absolute belters”, he says.
“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”.
Told you not to put it with bananas. But does he really eat this stuff with everything except that one fruit? Pretty much, he claims: “I’m so excited to bring this product out, it’s genuinely something I use every day on all three meals”.
The absolute state his guts must be in. I think what we’ve learned here is that you should never use a toilet straight after Ed Sheeran.
If you’re wondering – and perhaps you are – the sauces have “fresh lemon notes and a smoky flavour that make the red jalapeño and capsicum chillies sing, along with a mix of herbs and spices that all infuse together to create a party in your mouth”.
They’re also vegan friendly, so everyone can enjoy ruining a roast dinner or spaghetti bolognese just like Ed apparently does.
