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.
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."
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
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