Yahoo News Heinz Salad Cream 'to be renamed Sandwich Cream' because no one puts it on salads anymore
Heinz has taken the decision to rename its Salad Cream to Sandwich Cream, it has been reported.
The food company is considering ditching its name for the first time in 104 years – because people prefer to spread it in their sandwiches rather than their salads.
Heinz said only 14% of people who buy its salad scream use it on their salads.
Heinz Salad Cream was launched in 1914 and was saved from extinction just a few years ago.
But its famous name is about to be no more.
Parent group Kraft Heinz is working with brand designers Jones Knowles Ritchie to change the name of the product.
A Heinz spokesman told trade journal The Grocer that the salad cream name no longer “fairly represents the product’s ingredients or usage occasions”.
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Instead, Heinz researchers found that people tend to use the cream on tuna, cheese or ham sandwiches, usually as an alternative to mayonnaise.
The Grocer reported that Heinz is considering rebranding the product to “Sandwich Cream” in an effort to appeal to “younger shoppers”.
Sales of Heinz Salad Cream fell by 5.4% last year to £28.8 million.
The Heinz spokesman said: “As a market leading business, Kraft Heinz continues to audit its portfolio in order to meet the needs of consumers.
“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.”
It is thought the cream could have its new name by September.
Heinz planned to get rid of the brand altogether back in 1999, until a protest by shoppers saved it, eventually leading to a successful relaunch.
