Salad cream set for rebrand as Heinz asks should it become 'sandwich cream'

The current Heinz Salad Cream bottle and its potential new Sandwich Cream alternative (Kraft Heinz/PA)

Food giant Heinz is set to drop the name of its salad cream for the first time in 104 years, because so few people actually use the product on salads.

Instead it could be called "sandwich cream".

Parent company Kraft Heinz said it was reviewing the brand’s name after research found that just 14% of consumers use salad cream for its stated purpose.

The survey found it is more popularly thought of as a spread and paired with tuna, ham or cheese in sandwiches.

Most consumers view salad cream as a spread for sandwiches Credit: PA

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.