Kraft Heinz Partners with Ed Sheeran on New Hot Sauce

New brand launch underpins Kraft Heinz's larger transformation, using insight-led innovation to grow the company’s Taste Elevation platform around the world.
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License Global

February 22, 2023

Ed Sheeran with his sauce.
Ed Sheeran with his sauce.The Kraft Heinz Company


Kraft Heinz Company

has unveiled a new collaboration with 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, Sheeran, 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. 

“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. 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 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.” 

Named after Ed’s childhood nickname, Tingly Ted’s is made using red jalapeños and capsicum chilies.  

“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,” says Rafael Oliveira, executive vice president and president, international markets, 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 flavor. We can’t wait for people to try it.” 

Tingly Ted’s is expected to roll out around the world through this year. 

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