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.
SERIOUSLY, @KraftHeinzCo @HeinzKetchup_US?! Even if you rename it ‘sandwich cream’, everyone will always call it #SaladCream anyway, because that’s what it’s been called for OVER A CENTURY 🙄 https://t.co/L7BEkf8SXN
— Jennifer Johnston (@jjohnstonmezzo) June 5, 2018
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?