The logo would be used for meals, snacks and sauces – and even clothing

Suffolk superstar Ed Sheeran is known across the globe for his music, but now he is taking another step into the world of food. He has applied to trademark his Teddy Bear logo for use on meals, snacks, sauces and clothing.

His first venture into the food world began a few years ago when he opened Bertie Blossoms, a pub in London’s Notting Hill which is conveniently just up the road from his £20 million West London home. The name ‘Teddy Bear’ comes from the 31-year-old’s nickname ‘Teddy’ which is used by his friends and family.

Ed – who is an avid Ipswich Town supporter – also has a teddy bear tattoo on his right arm, and admitted that he has “loads of childish stuff” in his house. He said there’s even “a room full of teddy bears.”

The move towards food is the next step following his collaboration with Heinz in 2019 in which the classic tomato ketchup was rebranded to ‘Edchup’ in 2019 after he jokingly mentioned the firm on his Instagram page, the Mirror reports.

In the past, Ed has opened up in numerous interviews about loving junk food. But he admitted that his love of burgers and booze left him in a dark place on tour.

He said in 2020: “I see no point in having a glass of wine. I’d rather have two bottles. Having a glass of wine is having something in moderation and probably isn’t going to affect your day the next day.

“But two bottles of wine probably might make you quite sad. They used to call me two-dinner Teddy because I would order two meals and eat that. Then you start putting on loads of weight and hating the way you look.”