Want some ‘Sandwich Cream’ on your salad?
Heinz Salad Cream is set for a rebrand, for the first time since it was invented almost 100 years ago. The tangy sauce will be renamed “Sandwich Cream”, reflecting, the company says, the tendency for people to eat it in sandwiches rather than on salads. It may ruffle the feathers of traditionalists, including those who previously rallied to save the brand from extinction. In 1999, it was revealed that Heinz was about to ditch the product, but shoppers protested and it was saved.
CHANNEL 4 has warned that moves backed by its celebrity chef presenter Jamie Oliver to have a ban imposed on junk food advertising before the 9pm watershed are a “serious financial risk” for commercial broadcasters.
Alex Mahon, Channel 4 chief executive, called on the Government to carry out a “full and open consultation” on any changes to the rules that govern advertising for foods that are high in fat, sugar or salt amid fears that restrictions could be rushed through by Downing Street.
Oliver and other campaigners are urging Theresa May to ban junk food advertising before the watershed over claims it contributes to rising childhood obesity.
Broadcasters are opposing the campaign, claiming that the policy would not be effective, that advertisers would simply shift spending to unregulated online services such as Youtube, and that it would damage their ability to invest in programming.
Jonathan Allan, Channel 4 commercial chief, said a “worst case scenario” ban would wipe £200million off total commercial television income. ITV would be hit hardest and lose an estimated £120million in advertising. It is understood that Channel 4 would face a blow of around £40million, with the rest accounted for by smaller players such as Sky.
Mr Allan said: “Jamie is obviously free to have his agendas. We feel the 9pm watershed is probably not proportionate as it would stop advertising in shows that don’t appeal to kids at all – Countdown for example.
“It may also not be effective and potentially anachronistic in a world where children are watching on demand and at any time of day. A timebased watershed is not very effective. The amount of advertising exposure on TV has gone down over the last eight years because of regulation but also because of children watching video in other formats. But obesity has risen.”
Ms Mahon said: “If that money wasn’t on mainstream television, it would possibly go digital and target young people even more specifically.
“None of us wants childhood obesity in the UK. We’re just saying on this particular thing it needs a slightly more complex consultation.”
The Government is expected to publish proposals in the coming weeks.
Channel 4’s annual report revealed concern about advertising. Revenues were down 4pc last year.
The total sum that would be wiped off commercial TV income with a ‘worst case scenario’ ban on junk food advertising