The furore surrounding Heinz’s decision to withdraw its Deli Mayo TV ad shows no sign of stopping.

Heinz pulled the ad after less than a week on air after 200 complaints claiming it was inappropriate, offensive and it raised the problem of parents having to discuss the thorny issue of same-sex relations with their children.

It featured a brief kiss between two men.

The ad carried an “ex-kids” restriction, meaning it could not be broadcast in or around children’s programming because Heinz Deli Mayo contravenes Ofcom’s TV ad restrictions relating to products that are high in fat, salt and sugar.

The TV ad is the first by Heinz’s new ad agency AMV BBDO since it won the £10m-a-year UK business last year.

Heinz is a US-based global icon, with an international portfolio of food brands holding number-one and number-two market position in more than fifty countries.

The Heinz brand is worth an estimated $2.5 billion globally and its top fifteen “power brands” constitute two thirds of the company’s total annual sales.

The slogan “If it’s not Heinz, it’s not ketchup” is a familiar one and its ever-expanding range of condiments such as salad cream, together with its “meal enhancers” like pasta sauces, mean Heinz has become a mainstay of almost every kitchen worldwide.

Foods such as Weight Watchers meals, Lea & Perrins, Daddies sauce, after-school snacks, the company’s popular range of soups and infant feeding products are just some of these power brands.