Salad cream - or, rather, sandwich cream - never established quite the same foothold in the US, although it is a healthier alternative to mayo.
Heinz has shaken the culinary world to its core - and sparked talk of a boycott - by revealing it is considering changing the name of Salad Cream.
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The research suggested it was more regularly used with sandwich fillings such as tuna, ham or cheese, and as such, "Sandwich Cream" would make more sense.
Condiment lovers up and down the country have been left shook after Heinz announce that Salad Cream is changing its name.
The news could trouble some traditionalists who rallied to save the brand from extinction almost 20 years ago.
Salad Cream was launched by Heinz for the United Kingdom market.
The parent group Kraft Heinz has said it is working with the brand design specialists Jones Knowles Ritchie on overhauling one of Britain's longest running kitchen staples, which was launched...
Spirit Vinegar, Rapeseed Oil (25%), Water, Sugar, Mustard, Pasteurised Egg Yolks (3%), Modified Cornflour, Salt, Stabilisers - Guar Gum and Xanthan Gum, Colour - Riboflavin.
'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'.
United Kingdom sales of the brand dipped 5.4% to £28.8m in 2017.
Heinz salad cream, which if memory serves tastes a bit like mayonnaise but maybe tangier or sweeter or something, could be in for a rebrand.
But now the company's new American owner Kraft Heinz want to give the product an overhaul as it turns out Brits aren't using it for what it was originally intended; salad.
The consultation process means the earliest a new name will be introduced is in September.