Kraft Heinz has teamed up with musician, Ed Sheeran to co-create two hot sauce flavours under the new Tingly Ted’s brand.
Available now for pre-order, the hot sauces are available in a ‘Tingly’ flavour and an ‘Xtra Tingly’ variant made using red jalapeños and capsicum chillies.
This comes as the latest innovation from the food and beverage company as it looks to grow its Taste Elevation platform, expanding into new categories and channels.
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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.
“I had a year of whittling down the perfect flavours with a great mixing team, and we settled on two absolute belters. 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).”
This comes as Heinz is launching a trio of new products, combining its signature mayonnasie with mustard, sriracha and BBQ sauce, after 66,000 Brits said they wanted Heinz to mix its mayo with other sauces.
