Ed Sheeran’s table sauce brand Tingly Ted’s has unveiled its “hottest sauce yet” to cater to the adventurous tastes of Gen Z shoppers.
Called XXXtra Tingly (rsp: £3), the limited-edition sauce contains bell pepper, jalapeño, ginger, yellow habanero, and 0.2% Carolina Reaper, one of “the world’s hottest peppers”, according to the brand.
It is on Sainsbury’s shelves for three weeks only, and in Ocado while stocks last.
While XXXtra Tingly was ”not for the faint-hearted” it was “sure to satisfy those who crave an adrenaline thrill with their heat”, said Tingly Ted’s.
The innovation responded to “popular demand” from fans, who had been calling for a hotter version of the sauce since its debut in 2023, it added.
Tingly Ted’s had polled over 1,000 Gen Z adults and found that 52% seek spicy food for the thrill, while 57% find trying new hot sauces exciting [Obsurvant, March 2025].
“We’ve heard our Tingly Ted’s fans loud and clear – they wanted more heat, more excitement, more thrill,” said Sheeran.
“With XXXtra Tingly, we’ve unlocked a whole new level of flavour and fire that’s going to take people on a wild ride,” the popstar added.
Tingly Ted’s launched in 2023 with Tingly and Xtra Tingly, following two years’ development between Sheeran and Kraft Heinz.
The brand is Sheeran’s own property, inspired by his childhood nickname, and is sold by Kraft Heinz under licence.
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