A CAMPAIGN has launched for the "iconic" Worcestershire Sauce to get special 'protected name status' from the Government - in a bid to prevent the rest of the world ripping it off.

Worcestershire County Council has been asked to seek talks with ministers and Heinz over giving the famous, authentic brand - which is still produced and bottled in Worcester - special protection alongside just 63 other products.

The move would finally rule out any imitations - which have spread around the world in recent decades - with its backers arguing it would give the delicious sauce a platform it richly deserves, protect city jobs and heritage and could even boost Worcestershire's tourist profile.

It comes as councillors say they are fed up of "inferior and pale imitations" springing up on the shelves.

For more than 170 years the famous Lea & Perrins Worcestershire Sauce has transformed world cuisine, with each batch taking up to two years to create at the Midland Road factory.

Getting 'Protected Food Name Status' would offer legal protection from name imitation, in an era when there are several known Australian manufacturers of their own 'Worcestershire Sauce', a cheeky 'Worcester Sauce' made in South Africa and similar varieties routinely produced elsewhere such as China and Indonesia.

Councillor Richard Udall, a city and county councillor, has called the original version the county's very own "Worcestershire nectar" which deserves the status.

"Lea & Perrins Worcestershire Sauce was first produced in the city in 1837 and has been known throughout the world as an iconic, world class product from this county," he said.

"It's an iconic Worcestershire brand which proudly carriers the name of the county and should only be manufactured within Worcestershire.

"Such a protection would help to promote our county, keep manufacturing jobs within the city and protect the consumer from inferior and pale imitations made overseas."

Getting the status is very hard as it needs EU sign off, with DEFRA (the Department for the Environment, Food and Rural Affairs) saying it is aimed at "regional and traditional foods whose authenticity and origin can be guaranteed".

But County Hall's Conservative leadership, which has been asked to talk with brand owners Heinz, has signalled its support.

Councillor Simon Geraghty, deputy leader and cabinet member for economy, skills and infrastructure, said: "I'm always willing to help what is a world class brand.

"It's certainly something, when you go out and speak to people and say you're from Worcestershire, that's always right up there in being an iconic brand."

A spokesman for Heinz said the company doesn't have plans to get the status "for now" but welcomed the debate.

He said: "Lea & Perrins is recognised the world over as the original and genuine Worcestershire Sauce."

To see Worcestershire sauce bottles from around the world click here.