Are you a ranch person, or a ketchup person?
Think of a condiment. What’s the first one that comes to mind? It’s probably ketchup, the versatile, tomato-based sauce that’s at home on hot dogs, French fries, and all manner of tasty food items. But in a surprising sign of the times, it looks like ranch is somehow poised to catapult itself to the forefront of our collective condiment imagination.
That’s because Hidden Valley Ranch’s parent company Clorox Co. asserts that ranch is no longer just a dressing, but a full-fledged condiment supplanting other options. Specifically, Cloroxthat a whopping 70 percent of ranch use takes place somewhere outside of a salad bowl. Ranch is now replacing bleu cheese as a partner for buffalo wings, pushing ketchup off of plates of french fries, and finding a role as a dipping sauce for odder eats like popcorn and even pizza.
“Ranch is a rising iconic flavor in food and culture today,” claims Jacquie Klein, who heads up the brand studio in charge of Hidden Valley’s marketing efforts. “It’s found on more than half of restaurant menus and in 75 percent of homes in the U.S. It’s really embedded in our culture.”It feels like the primary purveyor of ranch dressing is taking a victory lap, but data backs up Klein’s point. Analytics group IRI notes that ketchup is about an $833 million industry.
Even anecdotally it feels like ranch has taken over the culture. Look no further than the existence of a
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