Heinz says it is considering changing the name of Salad Cream for the first time in 104 years… to Sandwich Cream.
The food giant proposed the rebrand after research found that only 14% of consumers actually use it on salads.
Its survey suggested that the condiment is popularly paired with tuna, ham or cheese in sandwiches – with many fans regarding it as an alternative to mayonnaise.
Joel Hughes from Kraft Heinz said: “We are reviewing the brand’s name to reflect how the product is enjoyed by consumers every day, and with the majority usage currently with sandwiches, we can confirm that ‘Sandwich Cream’ is one of the names being considered.
“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.
“A decision on a name change is due to be made by September, although the much loved zingy salad cream will still be available to enjoy with exactly the same recipe.”
Some Salad Cream fans have threatened to boycott Heinz if they go through with their saucy sabotage.
Chris wrote: “Hey @HeinzUK if you rename #SaladCream Sandwich Cream I will boycott every product you produce FOR LIFE!! Next you’ll be calling your beans “Microwave beans” because nobody bakes them…. Also sack whoever came up with this idiot idea Yours sincerely everyone.”
Lisa wrote: “Ok, so we EVENTUALLY got used to saying Starburst instead of Opal Fruits and Snickers instead of Marathon… But changing Salad Cream to Sandwich Cream?” wrote Lisa.
This is not the first time Salad Cream fans have been left disgruntled by Heinz.
Plans to take the sauce off shelves in 1990s were scrapped when customers complained.
Salad Cream was the UK’s fifth biggest-selling table sauce last year.
Its sales fell 5.4% last year.