In one of the more novel collabs of his career, Ed Sheeran has locked arms with condiments powerhouse Heinz for his own line of ketchup. The ingenious christening of this new product is as follows: Edchup.

Sheeran revealed news of this synergy on Instagram.

Heinz likewise took to Instagram to get the word out.

This partnership happened under the auspices of World Ketchup Day (5 June). Edchup can be purchased from Heinz here.