Heinz launches Ed Sheeran Ketchup on Aussie shelves

An image from the TV commercial.

You can now buy ‘Edchup’ – the singer’s very own Heinz tomato sauce.

When we first heard news of this collaboration, we weren’t exactly sure what to make of it.

If you are like us and aren’t exactly familiar with the back story of how singer, Ed Sheeran landed his own range of ketchup, lets take it back to the very beginning.

Ed is a long-time fan of tomato sauce. The Heinz Ketchup variety, to be exact. He’s been vocal about his love for the brand, posting about it on social media (totally unsponsored, of course) and has even gone as far as getting a bottle of the stuff inked on his body.

This collaboration project all began when Ed reached out to Heinz on Instagram with an idea for a TV ad that was based on his own experiences asking for his favourite condiment in fancy restaurants all over the world. Often met with shock and some serious judgement, the TV commercial was born.

Launched in other countries around the world back in June, Aussies have been eagerly awaiting the arrival of Edchup to their supermarket shelves. But the wait is now over for Aussie fans of Ed, as the special edition bottles are officially available on shelves.

“We’re delighted to bring Edchup to Australian shelves! Our customers have been waiting patiently for Edchup’s arrival down under since the special product was first globally announced in June, and we’re so pleased that the wait is now over,” says Shalabh Atray from Heinz Australia.

“From today, every Woolworths store around the country has a limited supply of Edchup in store, so we’re recommending Ed Sheeran and Heinz fans get in quick before they sell out.”