The Next Big Thing?...Hidden Valley Ranch Dressing

The Next Big Thing?...Hidden Valley Ranch Dressing

By: Berlin Packaging Specialist
Date: October 28, 2019

Move over Ketchup, Mustard, and Barbeque Sauce, there’s something taking your spotlight. Condiments of all types: don’t get jealous, but start finding ways to get even. You need to stand out more, and maybe a packaging facelift could help.

On April 4, the Wall Street Journal highlighted Hidden Valley Foods’ new category entry. Hidden Valley calls it the “New Ketchup.” You know it as that delicious, albeit very fattening, product called ranch salad dressing. I think what Hidden Valley did was genius. They took a “retro-style” ketchup bottle, and filled it up with ranch dressing. I am sure that John Balousek, VP and General Manager at Clorox (Clorox owns Hidden Valley), hopes that people squeeze that bottle and do more than put it on their salads.

I have nieces and nephews that already smother that stuff all over their fries, chicken nuggets, you name it. And this is just what John wants. Now, it's not quite there yet, since they have to come up with a non-refrigerated product, but they will get there.  

So, the big question is: how can you take your existing sauces and condiments, find a slightly different twist, and use packaging as way to make a splash in the market?