Heinz is considering changing the name of its Salad Cream for the first time in 104 years to Sandwich Cream because few customers actually use it on salads.
Parent company Kraft Heinz said it was reviewing the brand's name after research found that just 14 per cent of consumers use it for its stated purpose.
The survey found it is viewed by consumers as an alternative to mayonnaise, and popularly paired with tuna, ham or cheese in sandwiches.
Joel Hughes, UK sauces brand build lead at 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."
Launched in 1914, Salad Cream was the UK's fifth biggest-selling table sauce last year, with value sales of £28.8 million, although that was a 5.4% decline on 2016, according to Nielsen.
Heinz Salad Cream fans took to Twitter to voice their opinion on the possible name change.
Many were outraged, with one salad cream user saying: “I regularly use salad cream on salads AND sandwiches.”
Another tweeted: “Yeah this is shocking. If I put bbq sauce on my cereal, don’t mean I want them to rename it Cereal Sauce.”
In January last year, I Can’t Believe It’s Not Butter changed its name because it wanted customers to realise its multi-use potential.
I Can’t Believe It’s Not Butter changed its name to I Can’t Believe it’s so Good for Everything.
The blue and yellow tub packaging still looks the same but the moniker is now very different.
UK households were introduced to the butter substitute back in 1991 but it was first launched in the US in 1986.
Owner Unilever also splashed out £1m on a TV advertising campaign to convince viewers the new name is one that sticks.
At the time, Unilever said: “This product is unbelievably versatile and a healthier option for shoppers as it is made from plants, and contains Vitamin D, Omega 3 and less saturated fats and calories than butter.”