Ed Sheeran Expands Tingly Ted's Brand with High-Protein Biltong Snack

Strategic Insights -

Ed Sheeran, the Grammy-winning singer-songwriter, has extended his Tingly Ted's hot sauce brand into the snack market with the launch of Xtra Tingly Biltong, a high-protein food collaboration with Ember, a Suffolk-based meat snacks supplier. The new product is made with lean cuts of British and Irish beef, marinated, seasoned, and cured for eight days, containing 17 grams of natural protein per pack. Sheeran's interest in fitness led him to search for healthier high-protein food options, which ultimately led to the collaboration with Ember.

Key Takeaways:

  • Ed Sheeran has launched a new high-protein snack, Xtra Tingly Biltong, in collaboration with Ember, a Suffolk-based meat snacks supplier.
  • The snack is made with lean cuts of British and Irish beef, marinated, seasoned, and cured for eight days, containing 17 grams of natural protein per pack.
  • Sheeran's interest in fitness led him to search for healthier high-protein food options, which ultimately led to the collaboration with Ember.
  • Tingly Ted's, Sheeran's hot sauce brand, was launched in early 2023, and Xtra Tingly Biltong is the brand's first expansion into the snack market.
  • The new snack will be available in Sainsbury's nationwide until September, with a recommended retail price of £3.50.
  • Ember founder Harry Mayhew describes the collaboration as "where hot sauce meets biltong," marking a significant moment for the biltong category.

Statistics:

  • 17 grams of natural protein per pack in Xtra Tingly Biltong.
  • 8 days of marination, seasoning, and curing for Xtra Tingly Biltong.
  • £3.50 Recommended retail price for Xtra Tingly Biltong.
  • Available nationwide in Sainsbury's until September.

Sources:

  • [PA Media]
  • [Tingly Ted's]