Food giant Heinz is considering changing the name of its Salad Cream for the first time in 104 years to Sandwich Cream - reportedly because so few customers actually use it on salads.

Launched in 1914, Salad Cream was the UK’s fifth biggest-selling table sauce last year, with value sales of £28.8 million, now parent company Kraft Heinz said it is reviewing the brand’s name after research found that just 14 per cent of consumers use it for its stated purpose.

The survey found it is viewed by consumers as an alternative to mayonnaise, and popularly paired with tuna, ham or cheese in sandwiches. As with any change to a beloved product – see Irn-Bru for reference – Twitter users reacted with fury.

Some people were confused about the reasoning…

While others were just confused…

These two had a typically British response to the whole affair…

While those in the north raised an interesting objection..

Others took the time to bring up the brand’s intriguing relaunch promo shots from the year 2000…

Some though, think it could just be a clever marketing ploy.

We think this Tweet perfectly sums the whole thing up.

Joel Hughes, UK sauces brand build lead at Kraft Heinz, did explain that other names were being considered: “We are reviewing the brand’s name to reflect how the product is enjoyed by consumers every day, and with the majority usage currently with sandwiches, we can confirm that ‘Sandwich Cream’ is one of the names being considered.

“There are consumers now who haven’t grown up with the brand in the household and just don’t know about the iconic zingy flavour, or what to eat it with.

Hughes added that the decision will be made later this year.

“A decision on a name change is due to be made by September, although the much loved zingy salad cream will still be available to enjoy with exactly the same recipe.”

Plenty of time to buy those last remaining bottles before the inevitable boycott starts.

 

About The Author

Sean Murphy

Driven by a passion for all things whisky-related, Sean writes for The Scotsman extensively on the subject. He can also sometimes be found behind the bar at the world famous Potstill bar in Glasgow where he continues to enhance his whisky knowledge built up over six years advising customers from all over the world on the wonders of our national drink.

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