Heinz plans to rename Salad Cream as 'sandwich cream'

Daniel Fowler
June 7, 2018

You'd be hard pressed to find a household in Britain that doesn't have a bottle of Salad Cream at the back of the fridge.

Salad cream - or, rather, sandwich cream - never established quite the same foothold in the US, although it is a healthier alternative to mayo. I don't put tomato sauce on my tomatoes either better rename that too'. Which is a bit like changing the name of tomato ketchup to "chips sauce" or HP renaming its sauce something like "bacon sandwich lubricant" or milk suddenly being called "cereal softener" or "tea lightener".

The survey found it is viewed by consumers as an alternative to mayonnaise, and popularly paired with tuna, ham or cheese in sandwiches.

United Kingdom sales of the brand dipped 5.4% to £28.8m in 2017.

While Heinz's recipe is a secret, a homemade version could include egg, mustard, lemon juice, white wine vinegar, double cream, olive oil, pepper and sugar.

Others pointed out that Salad Cream has a variety of uses.

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There is now a consultation under way on the new name and an official announcement is expected in September.

1914 - Heinz brings Salad Cream to market after eight years in development.

A spokesperson for Kraft Heinz: "As a market leading business, Kraft Heinz continues to audit its portfolio in order to meet the needs of consumers".

1999 - Heinz threatens to discontinue the brand following falling sales due to Britons switching to mayonnaise but it is saved in 2000 after a national outcry. There are two lower fat options available - 30% less fat, and 70% less fat.

In fact, its use on salads is so scarce that the new name will reflect an entirely different use for the sauce.

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