We all like ketchup, right? Sure. But Ed Sheeran loves ketchup.
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:
me telling my
mom that I need
her credit card
to buy a bottle of#Edchup because
it’s ketchup with
Ed Sheeran on it: my mom: pic.twitter.com/7ywlbIvzpq
— 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:
Never has food shopping made people so happy and joyful. ðð #EdxHeinz #EDCHUP @HeinzUK pic.twitter.com/DlJNo3OMXc
— Cheryl ðð» (@geraghty_cheryl) June 12, 2019
Targeted ads are working for Twitter’s @notmad_s:
Was listening to Ed Sheeran yesterday so this was my ad on Snapchat today because why wouldn’t it be…. #edchup pic.twitter.com/zZodUYW4aP
— Mads (@notmad_s) June 11, 2019
Meanwhile, @theilliterate offers a sarcastic take on the collab:
A condiment with a name like a comic book sound effect of someone vomiting? Count me in! #Edchup https://t.co/r24EfeJlCf
— Live from the Epicenter (@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.
“Just because the show is over for now, doesn’t mean there won’t be an encore,” Heinz teased. “Stay tuned for more excitement from #EDxHEINZ.”
What’s next in the pop-music condiment market? Beyoncé-branded hot sauce? Mustard inspired by The Beatles? Sit tight — and keep your wallet handy.
This story originally appeared on Simplemost. Checkout Simplemost for other great tips and ideas to make the most out of life.