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.
Salad cream is A Bad Thing, but "Sandwich Cream" sounds horrendous, borderline evil. https://t.co/6va8v0aYPS
— Mark Wallace (@wallaceme) June 5, 2018
I let Jif go.. I let Opal Fruits go.. I let Oil of Ulay go.. but I'll be damned if I'll buy Heinz Salad Cream again if it becomes "Sandwich Cream". #saladcream
— Dave Frost (@frostyinfinity) June 6, 2018
https://twitter.com/EmilyRDent/status/1004322291302436864
https://twitter.com/HayleyShannon8/status/1004321875332419584
"Sandwich Cream?" pic.twitter.com/sQ2i9sIeMB
— Bacardi Oakheart (@Midgetgems26) June 6, 2018
Heinz are changing the name of 'Salad Cream' to 'Sandwich Cream' as they state people don't put in on salad! Which of you crazy people are putting it on sandwiches? The worlds gone mad!
— Andy Orme (@_AndyOrme_) June 6, 2018
Some people were confused about the reasoning...
@HeinzUK You can't rebrand salad cream as sandwich cream because more people use it in sandwiches than on salads. I use it for both. Worcester sauce isn't poured all over the streets of worcester. Your argument doesn't add up!!!!
— Andrew Minter (@MinterAndy) June 6, 2018
While others were just confused...
Just asked LibDem leader Sir Vince Cable about Heinz changing the name of its salad cream to “sandwich cream”. He said: “I think we call it mayonnaise don’t we, or is that too French?” @talkRADIO pic.twitter.com/f4N26wPGv9
— Julia Hartley-Brewer (@JuliaHB1) June 6, 2018
These two had a typically British response to the whole affair...
I just came dangerously close to having an opinion on this whole salad/sandwich cream story.
— Dave Elliott (@The_Iceman2288) June 6, 2018
Sandwich cream!! The abomination. I feel a letter coming on #saladcream
— PaakoM (@PaakoM) June 6, 2018
While those in the north raised an interesting objection..
https://twitter.com/unpopularsoul/status/1004326344707145738
Others took the time to bring up the brand's intriguing relaunch promo shots from the year 2000...
Salad Cream is being renamed Sandwich Cream, so here's Graham Norton and Denise Van-Outen relaunching the stuff back in 2000... pic.twitter.com/sznAHpZekf
— Rob Young (@robjyoung) June 5, 2018
Some though, think it could just be a clever marketing ploy.
https://twitter.com/jamesgilbs/status/1004325709467340801
We think this Tweet perfectly sums the whole thing up.
https://twitter.com/MikePattinson/status/1004264222111535106
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.
