/ Food & Drink

Salad Cream isn’t just for salads… or is it?

Threats to withdraw it from sale were successfully fought off in the 1990s, but now there’s a new ‘sauce’ of concern for Heinz Salad Cream lovers. So how do you use this most British of condiments?

Launched in 1914, Heinz Salad Cream has been a store-cupboard staple in Britain for generations. Despite a blip in the early 1990s, when mayonnaise and other dressings almost saw it off, it remains a best-seller and last year was the fifth biggest-selling table sauce in the country, bringing in £28.8 million worth of sales.

However, this figure was down by 5.4% on the previous year and now Kraft Heinz is proposing to rename it ‘Sandwich Cream’, causing a furore on social media.

The bid comes in the wake of research by the food giant, which found that only 14% of consumers actually use the condiment on salads.

The same survey suggested that it is more popularly paired with tuna, ham or cheese in sandwiches – with many fans regarding it as an alternative to mayonnaise.

By changing the name, Kraft Heinz hopes to appeal to a younger audience. Joel Hughes, UK sauces brand build lead at Kraft Heinz, 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”

Cream of the crop

Don’t know what to eat it with? Surely the clue is in the name? And won’t Heinz Sandwich Cream get confused with Heinz Sandwich Spread, which is something else entirely?

Now I’m really thinking about it, though, I don’t always reserve the ‘pourable sunshine’ for salad. But then nor do I just use it in sandwiches.

A must-have condiment in my family ever since I can remember, you’re guaranteed to find a bottle (it has to be glass – the sauce in the plastic bottles tastes all wrong) lurking in any of our food cupboards.

Whenever I serve salad, it will take pride of place alongside the Hellmann’s and assorted dressings, oils and vinegars. And if it’s a traditional ‘English’ salad, made with ripe, in-season tomatoes and butterhead lettuce rather than mixed leaves, it’s the accompaniment I always reach for.

It’s also a go-to if I’m having a cheese salad or turkey sandwich, and if ham is my filler of choice, I’ll occasionally mix the salad cream with English mustard.

But by far the best pairings are Heinz Salad Cream with Scotch eggs or quiche. And if you’re having egg mayo sandwiches, switch the mayo for Heinz Salad Cream – you won’t look back!

What do you think of Heinz’s bid to rename Salad Cream? Are you a fan? What do you usually accompany it with?

What do you usually pair with Salad Cream?

Salad, of course (30%, 310 Votes)

I don’t – it’s disgusting (26%, 273 Votes)

Tuna sandwich (10%, 100 Votes)

Egg-based products, such as quiche (9%, 90 Votes)

Cheese sandwich (8%, 87 Votes)

Chips (8%, 85 Votes)

Ham sandwich (6%, 66 Votes)

I pour it on lots of different foods, even a roast dinner (2%, 17 Votes)

I eat it with a spoon straight from the bottle (1%, 9 Votes)

Total Voters: 653

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Un-mixed mayonnaise is horrendous to look at in a mixing jar. There’s an egg lost at the bottom, covered in Dijon and the rest is pure oil waiting to be emulsified. At least salad cream is a tad healthier and is a perfect accompaniment to many salads and other dishes. Like others have said, it is a staple, along with the ketchup, in the kitchen. I recall a couple of disastrous name changes that were reversed in the confectionary line and, of course the post office shot themselves in the foot when it did that to Royal Mail. Kraft Heinz should have better things to do with their time than play with a name that has been around for ever. Everyone knows what it is, and what it is for. The glass container is not very user friendly. Richard Armour summed it up nicely. “Shake and shake the ketchup bottle, none’ll come and then a lot’tle.”

If I recall, salad cream is like mayonnaise with vinegar but I’ve never bought either.

A bit of marketing for Kraft Heinz? But there are other salad creams. We’re quite happy with M&S own brand and its cheaper. Easy to dispense from a sqeezy bottle. As well as on salad it is nice with chopped egg in “egg mayonaise” sandwiches and on cheddar cheese and cream crackers. They could market the same concoction with a minor change – a touch of lemon perhaps – for the yuppie sandwich market at a higher orice and leave the original alone for the oldies. But I don’t care as I’ll stick with our current own brqnd

I’ve never knowingly eaten it. Is it like mayonnaise?

I suspect that the suggested change of name is a part of a marketing campaign to raise awareness of the product. The manufacturers of Marmite did something similar with their love/hate campaign.

Let us get something straight. Salad Cream is nothing like mayonnaise. Among things I have it with are ham & cheese sandwiches, on chips (often mixed with brown sauce), fried chicken, mixed into homemade coleslaw, cold roast chicken, fishcakes, samosas, bhajis, in fact pretty much anything other than salad.

It is very much like marmite, you either love it or you hate it. It does make a very useful thing to have in your fridge – In this regard it’s very much like the fact that no-one in the south admits to having a tin of Spam in the back of a cupboard for emergencies (which happen quite often).

While looking for another convo I stumbled on this!

I am going to horrify a lot of people here – I came across a cafe in Wimbledon who, to try and grab some attention over the championship fortnight, was selling strawberries and salad cream. Utterly horrendous.

If it had been mayonnaise, Patrick Steen might have dropped in to show his face.

Strawberries are nice with a sprinkling of ground pepper, but I prefer them with sugar and a dash (or two) of Pedro Ximenez.

This is all greatly disturbing.

Hi Patrick. I hope life is treating you well.

I think I my strawberries will remain au natural.

@wavechange has the power to make Patrick appear! 😀

Sorry to have disturbed you, @patrick! Even more disturbingly they were trying to sell it for about £4.50 for a wee bowl! 😀

I can’t help thinking it might have been facilitated. Perhaps we should move to a relevant Convo if we want to discuss salad cream. Oops, cancel that idea.

Not just done in a caff, but by the “head chef” at the restaurant inside Elys Department Store. https://www.mirror.co.uk/news/weird-news/chef-puts-unique-twist-strawberries-17370241
And Abby, according to the Mirror, it was £4.20 a bowl (or is that fake news)?

Of course, you don’t have to buy them.

That was the cafe I was talking about! (Head Chef and restaurant makes it sound a lot grander than it really is)

Elys of Wimbledon is reputed by some to have been the model for the fabulous TV hit sitcom Are You Being Served? which was some people’s introduction to outrageous retail behaviour and customer service.

I remember buying a tie there. I was measured by Mr Humphries but served by Mr Grainger.