Photo: Hidden Valley
Ranch dressing vs. ketchup — who’s going to win?Hidden Valley is making a bold move with a new thicker, creamier version of its ranch dressing. It won’t be marketed as an alternative flavour — instead, it’s out to become the nation’s go-to condiment, reports Sarah Nassauer at the Wall Street Journal.
The bottle tells you right up front that it’s “The New Ketchup,” and the packaging is similar to a “retro-style” ketchup bottle.
Hidden Valley’s goal is to make this version of ranch as ubiquitous as ketchup. That means it wants you to be it on everything — not just salads.
Right now, only 15% of ranch dressing is used on non-salad products, with the most common being chicken, potatoes, sandwiches, chips and pizza, according to the WSJ report.
The “for everything” angle isn’t anything new in the condiment market. For instance, look at Frank’s Red Hot‘s “I put that shit on everything” campaign, which has helped the brand carve out a niche for itself.
But Hidden Valley and parent Clorox don’t want to settle for a niche. This product is going right up against the big boys in the ketchup business, like industry leader Heinz and ConAgra’s Hunt’s.
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