They came for the soccer. They fell in love with ranch dressing
They came for the soccer. They fell in love with ranch dressing
They came for the soccer They – The 2022 World Cup has become more than a global sporting event—it’s a cultural phenomenon that’s reshaping the way visitors experience the United States. While the focus is on the excitement of matches and the roar of the crowd, a surprising trend is emerging among international fans: a newfound obsession with American ranch dressing. This creamy, tangy condiment, often associated with salads and snacks, is now a symbol of the nation’s culinary appeal, even inspiring commentary from unexpected sources like the Transportation Security Administration (TSA).
A Global Culinary Trend
Historically, the World Cup has showcased the host country’s food culture. In 2002, when South Korea hosted the tournament, its crispy fried chicken captured the hearts of global fans. A decade later, during the 2010 event in South Africa, the country’s jerky-like biltong became a talking point. Now, in the U.S., ranch dressing is stealing the spotlight. According to the Association for Dressings and Sauces, ranch has remained the most popular salad dressing in the country for decades. Its versatility as a dip for chicken wings, pizza, and even as a flavor enhancer for grilled meats has made it a staple in American households and a favorite among visitors.
One European tourist, who shared their experience on Reddit, famously declared, “Ranch dressing should be a human right.” This sentiment reflects the growing enthusiasm among travelers for the sauce’s bold flavor and creamy texture. The TSA, which typically enforces strict rules on liquid containers, has even chimed in. In a recent Instagram post, the agency humorously noted how many European fans are struggling to comply with carry-on restrictions. “Yeah sooo your carry-on wasn’t actually made for *checks notes* 4 bottles of ranch …” the post read, highlighting the irony of a sauce that’s becoming a cultural icon despite its size.
The Birth of Ranch Dressing
Ranch dressing’s journey to global popularity began in the 1950s, far from the soccer fields of today. It was born in Alaska, where a plumber named Bob Bridges sought a way to make his meals more interesting for coworkers. After retiring, he moved to a California dude ranch, a vacation destination offering a taste of rural American life. There, he began selling DIY spice kits by mail, which eventually led to the creation of the first ranch dressing recipe. The sauce was later acquired by Clorox in 1972, which transformed it into a commercial product. The company introduced a shelf-stable bottled version, cementing ranch as a household name.
Today, ranch dressing is a ubiquitous presence in grocery stores, with countless brands offering their own interpretations. Sales for the sauce have reached over $1.5 billion in the past year alone, according to data from Hidden Valley Ranch, one of the original producers. Even for someone like this CNN reporter, who has lived in Hong Kong for more than 15 years, the dressing remains a cherished part of American cuisine. The reporter keeps a 40-fluid-ounce bottle of Hidden Valley Ranch in their fridge, sourced from a specialty store that imports U.S. goods. This personal connection underscores how deeply the sauce has ingrained itself in the American cultural fabric.
Capitalizing on the Trend
As the World Cup draws international attention, companies are seizing the opportunity to amplify the trend. Hidden Valley Ranch, the original brand, is planning to distribute seasoning mix packets in host cities this July. The powder, which can be combined with buttermilk and mayonnaise, offers a convenient way for fans to recreate the dressing at home. Meanwhile, Kraft-Heinz, another major player in the food industry, announced it will launch a TSA-compliant version of its ranch dressing. Todd Kaplan, the company’s chief marketing officer, told CNN’s Richard Quest, “We’re leaning into that moment. Brand building is about … being relevant in these cultural moments where your brand matters.”
While the impact of tourist interest on sales remains uncertain, Hidden Valley’s vice president of marketing, Stacy Stokes, noted, “Early indications are it is driving a nice little bump for us.” The company is also testing its product overseas, with a recent job listing seeking influencers to promote ranch in Europe. These efforts highlight how a simple condiment has become a bridge between American culture and global audiences. As fans try to bring home as many bottles as possible, the TSA’s comment serves as a lighthearted reminder of the challenges involved.
A Cultural Moment Beyond the Pitch
The World Cup’s influence extends beyond sports, sparking conversations about American culture in unexpected ways. For instance, the prevalence of pink cleats on the field has led to speculation about their role in the game, but the real buzz is about the food. International visitors, drawn to the U.S. for the matches, are discovering the nation’s diverse culinary offerings—from Cap’n Crunch cereal to Texas barbeque and Twinkies. This curiosity is not just about taste; it’s about embracing the American way of life.
The Pew Research Center recently conducted a survey across 36 countries, revealing that 57% of respondents hold an unfavorable view of the U.S., citing concerns over foreign policy and the state of its democracy. Yet, despite these perceptions, the influx of tourists has brought a fresh perspective on American culture. The World Cup, with its blend of excitement and hospitality, has created a unique opportunity for visitors to engage with the nation’s traditions. Ranch dressing, in this context, is more than a condiment—it’s a testament to the power of food to connect people across borders.
As the tournament unfolds, the trend of ranch dressing’s popularity is expected to grow. The sauce’s simplicity, combined with its versatility, makes it an ideal ambassador for American cuisine. Whether it’s the way it pairs with everything from appetizers to main dishes, or the challenges it poses to airline regulations, ranch dressing is proving that the World Cup’s cultural impact is as much about flavor as it is about fandom. For now, the real question remains: how many bottles will fans manage to fit in their carry-ons? The answer might just be a global conversation that’s as lively as the matches themselves.
