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06th Jun 2018

Heinz Salad Cream to be renamed after 104-years of production

James Dawson

Your cupboard/fridge will never be the same again…

While it might be a lesser man’s mayonnaise, Heinz Salad Cream is going to be given a chance to take the condiment spotlight as it undergoes a #rebrand later this year.

Despite having been in production for 104 years – launched in 1914 specifically for the UK market – it has fallen out of favour with the nation recently, with just 14% of us drizzling it over our lettuce, cucumber and tomatoes.

In fact, its use on salads is so scarce that the new name will reflect an entirely different use for the sauce. It will soon be known as ‘Sandwich Cream’.

Heinz now claims that the traditional salad dressing’s name did not “fairly represent the product’s ingredients or usage occasions”.

A spokesperson told trade journal The Grocer: “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.”

Will we take to the name? Only time will tell, but while we wait to find out why not take this condiment quiz.