Heinz Salad Cream is targeting new year dieters by flagging up on pack that it contains 66% less fat than mayonnaise.

The move would help increase winter sales of the summer staple and address consumer misconceptions about its fat content, said the company.

"Few consumers fully appreciate the fact Heinz Salad Cream has so much less fat than mayonnaise," said Lynsey Hurst, senior brand manager, Heinz ambient dressings.

The claim will feature on 600,000 460g bottles in January and February.