Ipswich Town’s return to the Premier League after 22 years was marked by an unexpected treat for fans, courtesy of global music star and local hero Ed Sheeran. Known for his chart-topping hits, Sheeran has now added another string to his bow as a hot sauce creator. To celebrate his team’s first match back in the topflight, Sheeran teamed up with Pieminister, the UK’s premium pie maker, to offer fans a taste of something special—a new, limited-edition ‘Handy Tingly Pie’.
At Saturday’s season opener against Liverpool, Ipswich fans were greeted not just with the excitement of top-tier football but also with the aroma of freshly baked pies, personally handed out by Sheeran himself. The pies, which combine Pieminister’s classic pastry with the fiery flavours of Sheeran’s Tingly Ted’s hot sauce, were offered free of charge to delighted supporters. The partnership marked the first collaboration for Tingly Ted’s, Sheeran’s hot sauce brand, and it didn’t disappoint.
The pies were available in two varieties: the Tingly Ted’s x Pieminister Chilli Beef Handy Pie, featuring beef chilli, hot sauce, and cheddar, and the Tingly Ted’s x Pieminister Veggie Chilli Handy Pie, combining three-bean chilli with the same spicy sauce and cheese. Both versions were a hit with the fans, who appreciated the bold flavours and the nod to traditional match-day fare, elevated with a modern twist.
In typical Sheeran fashion, the event was made even more memorable by the introduction of the ‘sauceographed’ pie. Sheeran used his hot sauce to sign a number of the pies, turning them into instant collector’s items. Fans were left with a tough choice: savour the tasty treat or keep it as a quirky souvenir of the day.
Commenting on the collaboration, Sheeran, who recently acquired a minority stake in Ipswich Town, expressed his excitement about blending his passions for football and food. “I love fusing both my loves—football and food. It’s our first Tingly Ted’s pop-up at Ipswich, and hopefully not the last!” he said. The pop-up event added a unique flavour to Ipswich’s much-anticipated return to the Premier League and was well-received by the fans, who appreciated the personal touch from one of the club’s most famous supporters.
Jon Simon, Co-founder and Managing Director of Pieminister, echoed Sheeran’s enthusiasm, stating, “For match day snacking, our new Handy pies are in a league of their own. When we were asked to create two new Handy recipes with Tingly Ted’s, we knew we were on to a winner. Adding a bit of heat to the pre-game Fan Zone, fans lucky enough to get their hands on our first-ever batch of Tingly Ted’s handy pies will be more than ready for kick-off.”
Tingly Ted’s hot sauces, named after Sheeran’s childhood nickname, have been making waves since their launch in February 2023. Available in two variants—Tingly and Xtra Tingly—the sauces were developed over nearly two years by Sheeran and a team of sauce experts. The sauces are now available nationwide at Sainsbury’s and other major supermarkets, retailing at £3.00. As part of a special promotion, Sainsbury’s shoppers can purchase Tingly Ted’s for just £1.50 with a Nectar card until 10th September 2024.
Earlier in the week, Sheeran had surprised shoppers at a Sainsbury’s store by signing everyday groceries with his hot sauce, creating ‘sauceographs’ on items ranging from lettuce to kitchen rolls. This playful marketing stunt further showcased the versatility of Tingly Ted’s, proving that, much like Sheeran’s music, it can add a special touch to just about anything.
With Ipswich Town’s Premier League campaign off to a spicy start, both on and off the pitch, fans will no doubt be looking forward to more collaborations and culinary surprises from Sheeran and his Tingly Ted’s brand in the future.