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Gloucestershire Business News

Ed Sheeran's surprise new release

Fans have been rushing to pre-order Ed Sheeran's spicy new release.

The wordsmith has turned his talents to the kitchen- launching a hot sauce range named Tingly Ted's.

The perfect moniker is a nod to the hitmaker's childhood nickname and the shivers he hopes to send down customers' spines with his new creation.

The sauce comes in two varieties, Tingly and Extra Tingly, both made using red jalapeños and capsicum chillies - a combination sure to give consumers an afterglow.

The chart-topper and the A-team of sauces Kraft Heinz co-created the new brand, following a previous collaboration for the company's 150th anniversary.

Self-proclaimed sauce fanatic Ed, who even has a ketchup bottle tattooed on his arm, decided he needed a new flavour in his bloodstream.

The 32-year-old said: "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 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."

He spent a year whittling down the flavours with the Heinz team until they landed on the final flavours.

Ed said he uses the new sauce "every day on all three meals" and it goes with everything - except bananas.

Fans couldn't be happier about his new release. An Instagram account launched for the brand has been coming in hot, racking up more than 14,800 followers.

Thousands of fans have left comments and some have already pre-ordered their bottles - which cost £6 for a bundle of both varieties.

One shopper said: "I can't wait to try these. Already know that extra tingly is gonna be my new favourite sauce.

Rafael Oliveira, EVP and president, International Markets at Kraft Heinz, sees fire in the future for the collaboration.

"It's rare to find someone who is as passionate about sauces as we are," she said.

"We invited Ed to collaborate and moved quickly to develop a recipe that brought his vision to life. The rest is history. We can't wait for people to try it."

Tingly Ted's is expected to roll out around the world through 2023 and can be pre-ordered at tinglyteds.co.uk

Did you spot all the spicy references to Ed Sheeran song titles? Here they are:

Shivers

Afterglow

The A Team

Bloodstream

Happier

I See Fire

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