HEINZ is set to ditch the name of its famous salad cream in favour of calling it "sandwich cream".

The food manufacturer claims only 14 per cent of buyers actually use the gloopy white sauce on salad, so the name no longer reflects its modern purpose.

1 Heinz claims the use of the gloopy sauce is no longer in salad Credit: The Sun

The renaming could cause concern for fans of the condiment, including those who rallied to save the brand from extinction a few years ago.

It's the first time the name will be changed in 104 years.

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."

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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.

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"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.

Salad cream: the facts IS it the end of an era? Or does Heinz need to knock one of its most famous sauces into the 21st century? Here are the facts: Salad cream was first launched in 1914 by Heinz especially for the UK market

It became popular during world war two when tomato ketchup was in short supply

It almost disapeared in 1999 - but public protests led to a u-turn by Heinz

Its now seen a cheap low-fat alternative to mayonnaise

In 2010 Heinz launched a new limited edition lemon and black pepper flavour salad cream

Heinz's recipe is a secret but homemade versions include egg, mustard, lemon juice, white wine vinegar, double cream, olive oil, pepper and sugar

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

Its not the first household brand to change its name.

Back in January last year, Unilever changed the name of I Can't Believe It's Not Butter to I Can't Believe It's So Good For Everything.

Back in 2000 the consumer good giant also changed the name of Jif to Cif.

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