Heinz is trying to entice younger consumers from the mayonnaise category by introducing its first-ever flavoured Salad Cream.

The sauce giant is launching the limited-edition Heinz Salad Cream with lemon & black pepper (rsp: £1.15) into Asda this week, followed by a national roll-out in September.

Next February, it will be replaced with another limited-edition flavour in a bid to modernise the image of the 96-year-old brand and boost sales of salad cream, which are flat year-on-year, according to Nielsen.

"Current salad cream consumers are slightly older so we needed to get younger consumers involved with the brand," said senior brand manager Lynsey Hurst.

The launch will be supported with a £1m campaign, which breaks in September and includes radio ads with Gavin and Stacey stars Joanna Page and Sheridan Smith.