Ed Sheeran + Kraft Heinz Team Up on New Hot Sauce: Tingly Ted's
Grace Mahas — February 22, 2023 — Lifestyle
References: tinglyteds
Global music icon Ed Sheeran has teamed up with Kraft Heinz to change the hot sauce game with a new innovation called Tingly Ted’s. The new sauce pays homage to Sheeran's childhood nickname, "Ted," and is available in two flavors -- Tingly and Xtra Tingly. The condiments boast lemon notes and a smoky flavor, red jalapeños, capsicum chilies, and a mix of herbs and spices.
Sheeran, a self-proclaimed Heinz fan, has previously worked with Kraft Heinz on ‘Edchup’ and leveraged Kraft Heinz’s proven expertise to develop a hot sauce like no other. Ed Sheeran explains: “Before Tingly Ted’s I used a different hot sauce for every meal and for every dish. But there wasn’t one hot sauce that goes with everything, whether you’re eating in the middle of the day or the middle of the night. I wanted a game-changing hot sauce that does the lot – the ketchup of hot sauces. It didn’t exist, so I decided to make my own. And that’s how Tingly Ted’s was born.”
Sheeran, a self-proclaimed Heinz fan, has previously worked with Kraft Heinz on ‘Edchup’ and leveraged Kraft Heinz’s proven expertise to develop a hot sauce like no other. Ed Sheeran explains: “Before Tingly Ted’s I used a different hot sauce for every meal and for every dish. But there wasn’t one hot sauce that goes with everything, whether you’re eating in the middle of the day or the middle of the night. I wanted a game-changing hot sauce that does the lot – the ketchup of hot sauces. It didn’t exist, so I decided to make my own. And that’s how Tingly Ted’s was born.”
Trend Themes
1. Celebrity-endorsed Food Products - There is a growing trend of celebrities partnering with food companies to develop new food products that leverage their star power and personal brands.
2. Multipurpose Condiments - There is a trend towards developing condiments that can be used in a variety of foods and meals, as consumers seek convenience and ease when cooking.
3. Unique Hot Sauce Flavors - There is a trend towards creating hot sauce flavors that utilize more unique ingredients and flavor profiles to stand out in a crowded market.
Industry Implications
1. Food and Beverage - Food companies can explore partnerships with celebrities to create new food products that cater to fans and utilize their personal brand to drive sales.
2. Condiments - Condiment companies can develop new multipurpose products that can be used in a variety of dishes and create unique and innovative flavors to stand out in the market.
3. Hot Sauce - Hot sauce companies can experiment with unique ingredients and flavors to create new products that appeal to adventurous consumers seeking new and unique flavors in their food.
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