Footie fans treated to free pies to mark season kick-off
•Hot sauce creator and Ipswich Town superfan celebrated the team’s return to the Premier League with the perfect footie food – handheld pies!
•Tingly Ted’s and the UK’s premium pie maker, Pieminister, exclusively launched the NEW ‘Handy Tingly Pie’ at Saturday’s opening match against Liverpool.
•Sheeran distributed free pies to fans and signed some with his hot sauce, offering a collectible ‘sauceograph’, making the match-day experience unforgettable.
Ipswich, Saturday 17th August 2024: Fans at Ipswich Town’s first Premier League match in 22 years got more than just a dose of football fever—they got a taste of Tingly Ted’s fiery new collaboration!
The global music sensation, and now sauce aficionado, Ed Sheeran, spiced up the matchday by unveiling the first-ever collab from his hot sauce brand, in partnership with the pie-perfectionists at Pieminister.
In a move as unexpected as a last-minute goal, Ed rolled up his sleeves and personally handed out the piping hot FREE pies to the Ipswich faithful. The traditional match-day pie got a modern makeover, marrying Pieminister’s beloved pastry with the tantalizing tang of Tingly Ted’s hot sauce. The result? A match made in culinary heaven.
And in true Sheeran style, he took things a step further by offering fans the chance to snag an exclusive, one-of-a-kind memento—a ‘sauceographed’ pie! Turning the humble pastry into an instant collector’s item, fans were left wondering whether to eat their pies or frame them.
Say goodbye to the lukewarm, soggy-bottomed pies of football past—this is premier dining that truly befits a Premier League club.
The two new handheld pies made their debut at Ipswich Town’s first Premier League match in over two decades against none other than Liverpool.
The two varieties are:
•Tingly Ted’s x Pieminister Chilli Beef Handy Pie - featuring delicious beef chilli alongside lashings of Tingly Ted’s hot sauce and cheddar;
•Tingly Ted’s x Pieminister Veggie Chilli Handy Pie – mixing mouth-watering 3 bean chilli, with Tingly Ted’s hot sauce and cheddar.
Ed Sheeran, who announced on Thursday that he’s acquired a minority stake in Premier League club Ipswich Town, couldn't be more excited; “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!”
Jon Simon, Pieminister’s Co-founder and MD, said on the collaboration; “For match day snacking our new Handy pies are in a league of their own, so 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, named after Ed’s childhood nickname, comes in a range of two no-fuss hot sauces: Tingly and Xtra Tingly and are the perfect squeeze for your fries, nuggets, falafels, fried chicken or, quite honestly, any meal at all! Making its debut on supermarket shelves in February 2023, the collection of hot sauces was the result of nearly two years of meticulous crafting by Ed and his band of sauce experts.
To show the sauces really go with everything, earlier this week, Ed surprised Sainsbury’s shoppers turning their groceries into memorabilia, with the sauce entrepreneur signing every day essentials using his Tingly Ted’s hot sauce.
Lettuce, bread loaves, blocks of cheddar and even the occasional roll of kitchen paper were transformed into ‘sauceographs’, each one a spicy reminder of the extraordinary encounter.
Tingly Ted’s is available to purchase nationwide at Sainsbury’s and all other major supermarkets at an RRP of £3.00. Until the 10th September 2024, Tingly Ted’s is on promotion at Sainsbury’s for just £1.50 for those with a Nectar card.
ENDS
For more information or high-res images, please contact Wonderland Communications at:
Jasmin Hannington
07403 183723
Jamie White
07597 969127
NOTES TO EDITORS
•The ‘Handy Tingly Pies’ were only available exclusively at Ipswich FC’s first match of the season.
•The original Pieminister Handy Pies launched in June this year – a grabbable range of delicious, deep filled pies for those who like their savoury snacks to have a bit of substance to them. Filled to the brim with the finest quality ingredients, they’re great hot or cold, making them ideal for eating on the go, office lunches al desko, speedy snack breaks, picnic, parties…with no cutlery required, the pie-sibilities are endless.
These original range of Pieminister Handy Pies are available for £3.00 in Ocado and selected Tesco stores and include:
•Cheese & Onion (vegetarian)
•Chicken Tikka
•Steak & Peppercorn
•Banger & Bean (plant-based)
ABOUT TINGLY TED’S
Tingly is a medium hot sauce and feels like a warming hug in a bottle – not too hot but just enough to get your tastebuds excited – and Xtra Tingly is for anyone who wants to take the heat up to the next level. Tingly Ted’s has fresh lemon notes and a smoky flavour that make the red jalapeño and capsicum chillies sing, along with a mix of herbs and spices that all infuse together to create a party in your mouth.
Tingly Ted’s are a range of vegan-friendly and fresh flavours with absolutely no added colours, artificial flavours or preservatives. The bottle is fully recyclable and made with recycled materials. Tingly Ted’s is available in two flavours: Tingly Sauce 265gr/248ml and Xtra Tingly Sauce 265gr/248ml.
To be one of the first to find out where you can get your paws on Tingly Ted’s, head over to www.tinglyteds.com or www.instagram.com/tinglyteds.
ABOUT PIEMINISTER
Pieminister was founded in Bristol in 2003 by brothers in law, Tristan Hogg and Jon Simon and has become the pie makers of choice for those who care about quality and sustainability as much as great taste. Building on the success of their original Classics, their ranges now include filo, gluten free and handheld pies. From high welfare British meat recipes through to plant-based, there really is a Pieminister pie for everyone.
Winner of hundreds of Great Taste awards, Pieminister is also a B Corp company meaning it has been thoroughly audited and proven to be making positive changes as well as meeting multiple environmental and social performance standards. www.pieminister.co.uk
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the centre of everything we do. With 2022 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn and X.
