The World Cup isn’t over but ranch has already won

“The American people are hiding something from the world,” said a pair of applicants for Hidden Valley’s “ranchbassador” role, a summer position posted back in March with the goal of spreading “The Flavor of America” abroad.

Now, whether they succeeded or the leagues of international tourists visiting the US this summer discovered the dressing organically, the secret’s out — ranch has taken over the internet and become the unlikely breakout star of the World Cup.

Ranch’s new fan club

Ranch — made from buttermilk, vegetable oil, and spices — was invented by Alaskan plumber Steve Henson in the 1950s amid a boom in preserved and packaged foods. In 1972, he sold his brand, Hidden Valley, to The Clorox Co., which turned it into the shelf-stable product we know and love today.

Decades later, the rest of the world is now catching on to its creamy perfection.

• Tourists are so obsessed with the condiment that the TSA issued this statement last month: “If you’re visiting for a very large sporting event & you happen to discover RANCH while you’re here… pls pack it in your CHECKED BAG on the way home.”

And brands have been working overtime to capitalize on the hype.

• Hidden Valley has been handing out “tens of thousands” of ranch seasoning packets at World Cup games, per Business Insider.
  
• Kraft-Heinz Co. announced it would release travel-friendly packs of “TSA Compliant Ranch” in an Instagram post featuring an AI-generated image of the product concept.
• UPS is offering 20% off international shipping through its limited-time “Ship and Dip” promotion.
• Airport stores located past security checkpoints are stocking up on bottles of the white sauce to meet demand.
• Online, brands from the Cheesecake Factory to Jack in the Box are also getting in on the fun.

Ranch mania forever

Ranch is America’s favorite condiment, beloved by 75% of the population, according to a 2025 Datassential survey. But beyond specialty stores, The Atlantic writes, it hasn’t been “popular enough outside the US to justify shipping and stocking it elsewhere.”

After this summer, that may no longer be the case — if the hype lasts, the dressing could become America’s next big export.

While the World Cup finals are still underway, the biggest winners are already clear: ranch brands like Hidden Valley and ranch-pilled fans, who will be going home with a prize even if their teams don’t.

“Who cares if we lose?” a German tourist told The Washington Post. “I’ve found ranch dressing.”