Ed Sheeran and Heinz launch ‘Edchup’

Ed Sheeran has partnered up with iconic sauce brand Heinz to launch "Edchup", as part of the celebrations for the food giant' 150th birthday.

The singer announced the product on Instagram, captioning the photo "It's actually real and you'll be able to get your hands on one very soon."

The singer is a long-time fan of Heinz ketchup, going so far as to have its front label tattooed on his left inner bicep.