Grammy award-winning singer-songwriter Ed Sheeran surprised shoppers at a Sainsbury’s supermarket in London Colney, Hertfordshire, by showcasing his hot sauce brand, Tingly Ted’s. Sheeran took a break from his stadium tour to promote his hot sauce, using it to autograph household items from shoppers’ baskets.
Announcing his impromptu appearance on social media, Sheeran gave fans just an hour's notice, yet hundreds turned up to catch a glimpse of the star. At the supermarket, Sheeran offered free slices of pizza topped with his hot sauce, allowing fans to taste his product.
During the event, Sheeran used his hot sauce as a pen to sign autographs for shoppers on items like lettuce, broccoli, bread loaves, blocks of cheddar, and even a vinyl record. Some of these signed items later appeared on online auction websites, with one seller even offering a hot sauce-signed kitchen roll preserved in resin.
Speaking about his surprise visit, Sheeran expressed his excitement, stating, “It was super exciting popping into Sainsbury’s and surprising some shoppers. Tingly Ted’s has been such a fun project so far, hope everyone is enjoying mixing it with whatever food they like, I’m still discovering meals that it makes even better.”
Store manager Satwinder Hayre at Sainsbury’s London Colney shared the store's delight at Sheeran's visit, mentioning, “We were delighted that Ed Sheeran made a surprise visit to our store today to show off his Tingly Ted’s hot sauces, it certainly gave our customers shivers!”
Tingly Ted’s hot sauce brand, which made its debut on supermarket shelves in February 2023, offers two flavors: Tingly and Xtra Tingly. Sheeran's innovative approach to promoting his brand at the supermarket left fans thrilled and provided a unique experience for shoppers at Sainsbury’s.
