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Heinz Salad Cream could be renamed because people no longer use it on salads

Kraft Heinz is considering the name change after finding that just 14% of consumers use the sauce on salad.

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

Parent company Kraft Heinz said it was reviewing the brand’s name after research found that just 14% 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.

We are reviewing the brand’s name to reflect how the product is enjoyed by consumers every day

We are reviewing the brand’s name to reflect how the product is enjoyed by consumers every day Joel Hughes, Kraft Heinz

Joel Hughes, UK sauces brand build lead at Kraft Heinz, said: “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.

“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.”

Launched in 1914, Salad Cream was the UK’s fifth biggest-selling table sauce last year, with value sales of £28.8 million, although that was a 5.4% decline on 2016, according to Nielsen.

Salad Cream fans were generally not happy with the move, taking to Twitter in droves.

Scott Buchan wrote: “Sandwich cream? Just because salad cream is not used on salads. I don’t put my tomato sauce on tomato’s either. Better change that name too.”

Charlotte Hardy claimed the new name has “too many syllables” and is “messing with tradition”, while minxlaura123 summed up her feelings with one word – “Noooooooo!”

Sarah wondered if this was “a slippery slope”, adding “Daddies sauce to become gender neutral next. Huge condiment confusion ahead”.

But Neil Johnson thought a name change would not make much difference and “it will always be known as Salad Cream, just like Marathons, Opal fruits and Jif”.

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