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

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But the news has caused consternation among some traditionalists, including those who rallied to save the brand a few years ago. No more salads for me then.

Salad cream first hit shelves in 1914.

Kraft Heinz is reportedly working with London design brand Jones Knowles Ritchie for the redesign.

Maybe Heinz should say millennials think it's cream you put on your face while eating salad, like some sort of protective covering?

"A spokesman for Heinz instructed commerce journal The Grocer the identify now not 'pretty represents the product's substances or utilization events".

However, shoppers have laughed the rebrand with some claiming that Sandwich Cream sounds "dirty" and must have been invented by a "hipster".

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'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'.

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

Hughes added that a decision on the name change will be made by September and that the product will use "exactly the same recipe".

In 1999 it was revealed that Heinz was about to ditch the brand. Yet when Heinz attempted to phase out salad cream altogether in 1999, the ensuing uproar from United Kingdom fans led them to keep it on shelves.

Salad Cream uses more vinegar than oil whilst mayonnaise is the other way round.

It became popular during the Second World War when tomato ketchup was in short supply and is now seen as a cheap low-fat alternative to mayonnaise.

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