He loves ketchup so much he has a bottle of Heinz tattooed on his arm. While the rest of us keep ketchup in the kitchen, he’s even rumored to have a member of his staff responsible for carrying ketchup at all times, in case of condiment complications while he’s eating out.
Sheeran’s obsession has now borne fruit with “Edchup,” a collaboration with Heinz. Announced on June 5, National Ketchup Day, Heinz Edchup is the classic Heinz recipe in a limited-edition bottle.
Fans of the red-headed pop star will be tickled by the Edchup label: It looks like regular Heinz Tomato Ketchup but features a cute tomato wearing Sheeran’s famous glasses and a mop of green leaves that mimics his hairstyle.
Sheeran seems to like it too. Here’s his Instagram post teasing his team-up with the brand:
Fan reactions on Twitter were swift and intense. User @karis553 employed a trending meme to describe her experience asking her mom for a credit card to order Edchup:
— karis (@karis553) June 6, 2019
Twitter user Callan Taylor says this is her dream come true!
I was just thinking of how the only thing I wanted to see before I die was Ed Sheehan collab with Heinz Ketchup. Next thing I know my dreams are realized right in front of my eyes. #EdChup pic.twitter.com/0lkCVAWMNA
— Callan Taylor (@thecallantaylor) June 7, 2019
In the United Kingdom, Twitter user @geraghty_cheryl found a “Perfect” deal:
— Cheryl 💙🐻 (@geraghty_cheryl) June 12, 2019
Targeted ads are working for Twitter’s @notmad_s:
— Mads (@notmad_s) June 11, 2019
Meanwhile, @theilliterate offers a sarcastic take on the collab:
— The shit just gets thicker (@theilliterate) June 8, 2019
Sadly, Edchup is totally sold out in the United States, just a week after its launch! Heinz set up a special site to sell the $5 bottles, with a limit of five per customer, but it’s too late. A few have already hit eBay, with multiple sellers asking for about $50. This is obviously the perfect gift or addition to your next backyard barbecue, right?
If you’ve got a Sheerio you want to impress, that’s about the only way to snag some Edchup — at least for now. On the “Ed Sheeran x Heinz” site, the company says to keep an eye on its Instagram for announcements of future restocking. It also responded to Instagram users asking about Edchup’s availability.