Ed Sheeran Spices Up London with “Ed-ible” Treats

On August 13th, Ed Sheeran took a break from his ‘Mathematics’ tour to surprise fans outside Sainsbury’s in London Colney, Hertfordshire, promoting his new hot sauce brand, ‘Tingly Ted’s’. Launched in February 2023, Tingly Ted’s offers two fiery flavours: Tingly and Xtra Tingly.

In a cleverly orchestrated campaign by Kraft Heinz, Sheeran announced his pop-up visit just an hour before, yet still drew hundreds of fans. To give them a taste of his creation, Sheeran handed out free pizza slices topped with his hot sauce and even signed autographs—using the sauce itself as a pen. These “sauceographs” included everything from kitchen staples like lettuce and bread to quirky items like vinyl records, which quickly found their way to eBay, fetching hundreds of pounds.

Reflecting on his spicy venture, Sheeran shared, “Tingly Ted’s has been such a fun project, and I hope everyone’s enjoying mixing it with their favourite foods. I’m still finding new dishes it makes even better.” Who knew Sheeran could make your taste buds sing as well as he does on stage?

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