Heinz backtracks on plans to rename Salad Cream to Sandwich Cream after listening to the 'will of the people'

Nick Charity27 September 2018

Heinz has backtracked on renaming Salad Cream to Sandwich Cream after a backlash from customers.

A plan to rename the familiar sauce sparked outrage from fans of the sauce after it was announced in June.

The company said it felt the name did not "fairly represent" how people used the condiment, as only 14 per cent of customers claimed they actually used it on salads.

In a "very important sauce-related announcement" video yesterday, Heinz's chief of feedback, "Jenny Lettuce", admitted the company was wrong and implied that its name does not have any bearing on what it is for.

The comedic clip shows her rubbing the sauce into her face and claiming it is an "essential part of my skincare routine".

She said: "When we suggested Sandwich Cream you spoke up immediately.

"Far be it from us to dictate your eating habits, we welcome and embrace all uses."

Reading tweets from customers, she quotes one as saying: "A product name is in not a direction of how to use it. You don't call vinegar "shaky chip juice".

Heinz has bowed to the "will of the people" and says it doesn't need it's name to reflect how people should use Salad Cream - even if they fancy using it as a face cream.
Heinz

"We can't ignore the will of the people after all," she added. "Salad Cream is here to stay," she said, before staking a bite out of a sandwich.

The marketing move succeeded in generating a lot of chatter on social media, as people discussed the sauce en masse and pitched it against their other favourites. Others claimed the brand has been forgotten about for a reason.

Salad Cream has been a staple in British kitchens for over a century. It was the first Heinz product developed exclusively for the UK market, and appeared on the shelves in 1914. it became hugely popular during the Second World War as housewives used it to brighten up bland food during rationing.

Bosses had previously said they were considering other names, including "Chip Sauce" and "Sandwich Cream" to appeal to younger shoppers, who tend more to use it as an alternative to mayonnaise. But 87 per cent said they wanted to keep the old name.

In 1999, it was revealed that Heinz was about to axe the sauce from its "57 varieties" - there have never really been 57 - but there were major protests from shoppers who wanted it saved.

The company's latest creation in the US is an amalgamation of Mayonnaise and ketchup - Mayochup.

The protest actually helped sales of salad cream, the company said, resulting in revitalised branding and even a hike in the price.

Joel Hughes, senior brand manager at Heinz said in a statement: "We have been truly overwhelmed by the outpouring of love given to Heinz Salad Cream over the summer.

What is the difference between Salad Cream and Mayonnaise?

Mayonnaise is much thicker than salad cream - it contains a higher proportion of oil and egg yoke, so also has more fat content. Salad Cream is a smooth and thick stable emulsion consisting vegetable oil, water, egg or egg yolks, vinegar and an acidifying agent - and also has a much "zingier" flavour than its more traditional cousin.

"Thousands of people shared their thoughts and suggested new ideas, all of which were considered, but it became clear that consumers anted to keep Heinz Salad Cream, and any other name just wouldn't do.

"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."

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