Hidden Valley is taking Heinz (NYSE:HNZ) and other ketchup manufacturers to the mattresses. The salad dressing subsidiary of Clorox (NYSE:CLX) unveiled an updated version of its popular Hidden Valley Ranch Dressing that’s intended for more than salads and veggie trays.
It’s meant to rival the No. 1 condiment in America: ketchup.
The thicker, creamier consistency of the dressing is designed to stick better to burgers, fries, chicken wings and other finger foods. And when it comes to taking on ketchup, Hidden Valley shunned subtlety and straightforwardly introduced its creation as “The New Ketchup” — those words are plastered right on the bottle along with a picture of a burger and fries. The topping and dip called Hidden Valley for Everything also is packaged in a container reminiscent of the 1980s-styled ketchup bottle.
Grant LaMontagne, senior vice president and chief customer officer for Clorox, told the Wall Street Journal that the idea was birthed when he witnessed his college-age daughter “bath her entire salmon in ranch dressing.” That dinner table incident led LaMontagne to believe that a thicker version of the product might fare well among younger consumers.
At this time there is no word on how Heinz, top ketchup producer, is responding to the new product. But don’t be surprised if a ketchup-esque salad dressing started appearing on grocery store shelves.