Food giant Heinz is set to ditch the name of its famous Salad Cream for the first time in 104 years by changing it to 'Sandwich Cream.'

The maker claims that as only 14 per cent of buyers actually used the gloopy white sauce on salads, the old name no longer reflects its modern purpose.

But the news is set to cause consternation among traditionalist, including those who rallied to save the brand from extinction a few years ago.

Parent group Kraft Heinz said it was working with brand design specialists Jones Knowles Ritchie on overhauling one of Britain's longest running kitchen staples, launched in 1914.

A spokesman for Heinz told trade journal The Grocer the name no longer 'fairly represents the product's ingredients or usage occasions."

Salad cream is commonly used as a healthier mayo alternative credit: Alamy

Its own research discovered just 14 per cent used the cream on salad with other popular uses now being as an accompaniment to tuna, ham or cheese in sandwiches, usually as an alternative to mayonnaise.

According to The Grocer, it is considering the name 'Sandwich Cream' to represent its usage and to appeal to 'younger shoppers.' UK sales of the brand dipped 5.4 per cent to £28.8 million last year.

The Heinz spokesman added: "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."

The consultation process means the earliest a new name will be introduced is in September.

In 1999, it was revealed that Heinz were about to ditch the brand but once the leak was published it led to a major protest by shoppers and it saved the brand.

The publicity helped sales and Heinz took advantage by relaunching Salad Cream in new-look packs and putting the price up.