"Introducing Xtra Tingly Biltong: Ed Sheeran's Tingly Ted's Spicy Collaboration with Ember"
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"Introducing Xtra Tingly Biltong: Ed Sheeran's Tingly Ted's Spicy Collaboration with Ember"
[!CDATA[Ed Sheeran's Tingly Ted's spicy table sauce brand has collaborated with Ember, a meat snacking supplier, to introduce a new extra-spicy biltong called Xtra Tingly Biltong. This biltong is made from lean cuts of British and Irish beef marinated in Tingly Ted's Xtra Tingly Sauce and cured for eight days. Each 40g pack provides 17g of natural protein. The limited-edition variant is now available at Sainsbury's until September and is part of an introductory Nectar card promotion priced at £2.95 from May 21 to July 1. The partnership between Tingly Ted's and Ember was inspired by Ed Sheeran's increased focus on fitness this year, leading him to search for a healthier snack option. The collaboration also aligns with research showing that 52% of Gen Z shoppers seek out spicy food for the thrill. Harry Mayhew, co-founder of Ember, expressed excitement about this collaboration, calling it biltong's biggest moment as they aim to bring the category into the mainstream. This launch follows the introduction of Tingly Ted's XXXtra Tingly sauce in March, catering to the adventurous tastes of Gen Z consumers. Tingly Ted's brand was launched in 2023 with Tingly and Xtra Tingly sauces after two years of development between Ed Sheeran and Kraft Heinz. The brand, inspired by Sheeran's childhood nickname, is owned by Sheeran and sold by Kraft Heinz under license. If you have an innovative new product or packaging, consider entering The Grocer New Product Packaging Awards by June 9. Visit the provided link for more information on how to enter, purchase tickets, or explore sponsorship opportunities. In conclusion, the collaboration between Tingly Ted's and Ember has introduced a new extra-spicy biltong variant, Xtra Tingly Biltong, made with lean cuts of British and Irish beef marinated in Tingly Ted's Xtra Tingly Sauce. This limited-edition product is now available at Sainsbury's and is part of an introductory Nectar card promotion until July 1. The launch aims to cater to the growing demand for spicy snacks among Gen Z consumers and marks a significant moment for the biltong category.]]