Ed Sheeran’s spicy table sauce brand Tingly Ted’s has teamed up with meat snacking supplier Ember to launch an extra-spicy biltong.
Xtra Tingly Biltong is made with lean cuts of British and Irish beef, marinated in Tingly Ted’s Xtra Tingly Sauce, before being cured for eight days.
Each 40g pack (rsp: £3.50) provides 17g of natural protein.
The limited-edition variant has already rolled into Sainsbury’s, where it will be listed until September.
It will be included in an introductory Nectar card promotion of £2.95, live from 21 May until 1 July.
Tingly Ted’s’ partnership with Ember had been inspired by Sheeran getting “into fitness a bit more this year”, which saw him searching for “a healthier snack”, the singer-songwriter claimed.
The NPD also responded to research commissioned by Tingly Ted’s, which found that 52% of Gen Z shoppers sought out spicy food “for the thrill” [Obsurvant, March 2025].
“This collaboration is biltong’s biggest moment yet as we look to break the category into the mainstream,” said Harry Mayhew, who co-founded Ember with his brother Jack in 2017.
The launch comes after Tingly Ted’s launched its “hottest sauce yet” in March 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 chilli.
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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