They came for the soccer. They fell in love with ranch dressing
They Arrived for the Match. They Adored the Ranch Dressing
They came for the soccer They - For decades, the World Cup has served as a platform for the host nation’s culinary culture to gain international attention. From South Korea’s crispy fried chicken in 2002 to South Africa’s jerky-like biltong in 2010, and Brazil’s icy caipirinha cocktail in 2014, fans have often found themselves drawn to the local flavors of the event. This year, however, a new trend has emerged: the American ranch dressing. As visitors experience U.S. food culture, the creamy sauce has become a surprising favorite, sparking conversations far beyond the stadium.
A Global Appetite for a Classic Sauce
Ranch dressing, crafted from buttermilk, vegetable oil, and a blend of spices, is now the top-selling salad dressing in the United States, a position it has held for years, according to the Association for Dressings and Sauces. Its versatility as a dip—whether paired with chicken wings or pizza—has cemented its place in American kitchens. Yet, this year’s World Cup has brought it into the spotlight in an unexpected way.
“Ranch dressing should be a human right,” remarked a European tourist on a Reddit thread, reflecting the growing enthusiasm among fans.
The Transportation Security Administration (TSA) has even taken notice, humorously addressing the trend on Instagram. “Yeah sooo your carry-on wasn’t actually made for *checks notes* 4 bottles of ranch …” the agency quipped, highlighting the challenge of packing the sauce in standard 3.4-ounce containers. The post encouraged travelers to store larger quantities in checked luggage, a nod to the sauce’s newfound popularity.
From Alaska to the Ranch Life
The origins of ranch dressing trace back to the 1950s, when a plumber in Alaska devised a way to keep meals engaging for his coworkers. Retiring to a California dude ranch, he began selling DIY spice kits through mail, which caught the eye of Clorox. In 1972, the company acquired Hidden Valley Ranch, leading to the creation of a shelf-stable bottled version that launched the modern era of the sauce.
Today, ranch dressing is produced by numerous brands, with sales reaching approximately $1.5 billion in the past year. Even a CNN reporter, who moved to Hong Kong over 15 years ago, keeps a 40-fluid-ounce bottle of Hidden Valley Ranch in her fridge, sourced from a specialty store that imports American products.
A Bittersweet Perception Amid Cultural Appeal
While the U.S. remains a top destination for international travelers, a recent Pew Research Center survey revealed that 57% of respondents from 36 countries hold an unfavorable view of the nation, citing concerns over foreign policy and democratic health. Yet, many visitors are still drawn to America’s distinctive food offerings, from Cap’n Crunch cereal to Texas barbecue and Twinkies.
The TSA noted a surge in interest, stating that “many European travelers are falling in love with ranch dressing and trying to figure out how to bring it home.” This organic fanfare has led to strategic moves by companies like Hidden Valley Ranch, which plans to distribute seasoning mix packets in host cities this July. The powder can be combined with buttermilk and mayonnaise to recreate the dressing.
“Brand building is about … being relevant in these cultural moments where your brand matters,” said Todd Kaplan, chief marketing officer of Kraft-Heinz, which also sells ranch dressing, as it prepares to launch a TSA-compliant version of its product.
Although it’s too early to gauge the full impact of this trend on sales, Hidden Valley’s vice president of marketing, Stacy Stokes, noted, “early indications are it is driving a nice little bump for us.” The company currently operates in the U.S. and Canada but is exploring international markets, even testing the sauce’s appeal in Europe by recruiting influencers to experiment with it on traditional dishes like UK fish and chips.