Hidden Valley

What Hidden Valley does

Hidden Valley is an American consumer packaged goods brand specializing in ranch-flavored condiments, seasonings, dips, and snacks, founded in 1954 by Steve Henson at a dude ranch near Santa Barbara, California. The company is wholly owned by The Clorox Company (NYSE: CLX) and operates as a brand subsidiary through its legal entity, The HV Food Products Company. The product portfolio centers on a buttermilk-herb-spice dressing recipe Steve Henson originally served to ranch guests, and has expanded to include 20+ flavor variants across multiple formats: bottled dressings (Original Ranch, Light, Fat Free, Organic, Plant Powered, Avocado Oil, etc.), dry seasoning packets and shakers, dip mixes, single-serve dipping cups, and refrigerated protein snacks (Dippers). Brand-level revenue is not publicly disclosed, as Clorox does not break out individual brand performance.

The business model operates across three primary revenue streams: (1) retail consumer packaged goods sold through major national grocery chains (Walmart, Costco, Publix) with select products like Yum Yum Ranch and Sweet BBQ Ranch held as Walmart exclusives; (2) foodservice partnerships supplying Hidden Valley-branded or licensed seasoning to QSR chains including Taco Bell (co-branded Diablo Ranch sauce, 2026), Dairy Queen, Burger King, and Auntie Anne's; and (3) direct-to-consumer e-commerce through hiddenvalley.com, supported by a Ranchology Rewards loyalty program. Marketing is heavily community-led, leveraging viral TikTok moments, the #HVRLOVE user-generated content movement, an extensive recipe database, and a unique Ranch-bassador influencer program. Hidden Valley holds the position of America's best-selling salad dressing, a status it has maintained for over 40 years since overtaking Italian dressing near the end of the 20th century.

Name

Hidden Valley

Legal name

The HV Food Products Company

Website

https://hiddenvalley.com

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Hidden Valley is a wholly-owned Clorox Company brand producing America's best-selling ranch salad dressing, seasonings, dips, and snacks, distributed through major US retailers, QSR chain partnerships, and direct e-commerce to household consumers and foodservice operators.

Ownership category

akta.pro rank

Product category

Salad Dressings & Condiments

NAICS

All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Online Bulk & Pantry Staples Retail (CRAHAIAG)

akta.pro secondary industry

Dairy Alternatives (Plant-Based Milk, Yogurt, Creamers) (CRADACAF)

Keywords

• Salad dressing
• Ranch seasoning
• Condiment products
• Dry seasoning mixes
• Consumer packaged goods

Headquarters

HQ city

Wheeling

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Consumer Packaged Goods Sales: Hidden Valley Ranch generates revenue through the sale of bottled dressings, dry seasoning packets, dip mixes, and snack products to consumers through retail grocery stores, mass merchants, and e-commerce channels. Products are sold at major retailers nationwide including Walmart (exclusive products), Costco, Publix, and the brand's own e-commerce site.
2. Foodservice/Private Label Partnerships: Revenue generated through supplying Hidden Valley branded or licensed seasoning ingredients to quick-service restaurant chains including Taco Bell (Diablo Ranch sauce), Dairy Queen (house-made ranch), Burger King (dipping sauce), and limited-time offers at chains like Auntie Anne's. Products also available through Hidden Valley Kitchens foodservice division.
3. E-commerce Direct Sales: Direct-to-consumer sales through hiddenvalley.com including merchandise (clothing, accessories), products, and specialty items. The site offers a Ranchology Rewards program for customer retention and repeat purchases.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Hidden Valley Ranch manufactures and sells a flagship Original Ranch buttermilk-herb-spice salad dressing and an extended portfolio of 20+ ranch-flavored condiments, dry seasoning packets, shakers, recipe mix packets, dip mixes, dipping cups, and refrigerated snacks. Products are sold primarily to household consumers through major retail grocery chains and the brand's own e-commerce site, with additional foodservice distribution via Hidden Valley Kitchens and quick-service restaurant partnerships.

Product overview

Hidden Valley is a condiment and seasoning brand owned by The Clorox Company, offering a diverse portfolio centered around ranch-flavored products. The core offering is Original Ranch dressing (in bottled, easy squeeze, and homestyle variants), supplemented by numerous flavor variants (Yum Yum, Creamy Jalapeño, Garlic, Parmesan, Bacon, Buffalo, Spicy, Southwest Chipotle, Green Goddess, Pickle, Buttermilk, Coleslaw, Cracked Pepper, Kickin' Cajun, Cilantro Lime, Sweet BBQ, Blue Cheese, Avocado, and Spicy Hot Honey). The product line extends beyond dressings into dry seasoning packets, seasoning shakers, recipe mix packets, dip mixes, dipping cups, and branded snacks. Alternative/health variants include Light, Fat Free, Organic, Plant Powered (dairy-free), and Ranch with Avocado Oil. The portfolio is distributed through major retailers with some products exclusive to Walmart or Kroger.

Differentiator

Problem solved

Functional benefit

Brands

• Ranchology Rewards: Loyalty rewards program where members can earn badges and claim rewards by engaging with the brand.

Products and services

• Original Ranch Dressing The flagship Hidden Valley Ranch dressing — signature tangy buttermilk-herb-spice blend available in bottled format for household consumers.
• Original Ranch Easy Squeeze Original Ranch in a convenient squeeze bottle format for easy dispensing at tables or picnics; gluten-free.
• Original Ranch Homestyle Thick and creamy ranch dressing variant for dipping and dunking; gluten-free with no MSG.
• Original Ranch Light Light ranch dressing with fewer calories and less fat while maintaining creamy, tangy flavor; available in 16 oz and 24 oz sizes.
• Original Ranch Fat Free Fat-free and gluten-free ranch dressing delivering classic ranch flavor with no fat.
• Original Ranch Organic USDA certified organic ranch dressing made with simple organic ingredients; 12 oz size.
• Plant Powered Ranch Plant-powered, dairy-free, egg-free, and gluten-free ranch dressing alternative with classic ranch taste.
• Ranch with Avocado Oil Classic ranch upgraded with 100% avocado oil; creamy and tangy with no HFCS, soy or canola, less than 100 calories per serving; gluten-free.
• Yum Yum Ranch Combines buttermilk with sweet, smoky and tangy flavors of garlic, onion, paprika and more; Walmart exclusive.
• Creamy Jalapeño Ranch Spicy ranch with jalapeño heat combined with cool creamy ranch flavor; keto-friendly.
• Garlic Ranch Dressing Garlic-forward ranch dressing with bold garlicky goodness and savory ranch flavor.
• Parmesan Ranch Dressing Thick and creamy gluten-free ranch made with real parmesan; versatile for dipping, dunking and drizzling.
• Bacon Ranch Dressing Original Ranch with naturally flavored applewood bacon added for smoky sweetness.
• Southwest Chipotle Ranch Dressing Savory ranch with smoky chipotle heat; suitable for tacos, steaks, sandwiches.
• Spicy Ranch Dressing Tangy gluten-free dressing with habanero peppery taste delivering spicy heat.
• Blue Cheese Ranch Dressing Ranch combined with blue cheese flavor in easy squeeze bottle format; Walmart exclusive.
• Sweet BBQ Ranch Dressing Sweet BBQ flavored ranch dressing; Walmart exclusive.
• Original Ranch Seasoning Mix Packet Dry seasoning mix to make fresh, creamy Original Ranch dressing or add ranch flavor to recipes; gluten-free, available in 1 oz packet or 4 pack.
• Spicy Ranch Seasoning Mix Packet Seasoning mix with the magical Ranch blend of buttermilk, garlic and onion flavors with added heat kick.
• Garlic Ranch Seasoning Mix Packet Seasoning mix for bold garlic flavor added to dressings or recipes with garlicky goodness and savory ranch.
• Creamy Jalapeño Ranch Seasoning Mix Packet Savory seasoning made with jalapeño, herbs and spices to add jalapeño heat to dressings or recipes.
• Original Ranch Shaker 8 oz seasoning shaker for shaking ranch flavor onto chicken, veggies, snacks and more; gluten-free.
• Homestyle Ranch Shaker 20 oz seasoning shaker with blend of herbs and spices that can be used as seasoning or dressing mix.
• Lemon Pepper Ranch Premium Recipe Mix Premium seasoning mix combining savory spices, zesty lemon, black pepper and tangy buttermilk for chicken, veggies, pastas.
• Black Pepper Parmesan Premium Recipe Mix Italian-inspired seasoning with cheesy black pepper flavor for pastas, soups and sauces; gluten-free.
• Rancho Taco Premium Recipe Mix Taco spices blended with cool ranch flavor for tacos, burritos and tostadas; gluten-free.
• Buttermilk Chicken Premium Seasoning Recipe Mix Gluten-free blend of cool ranch, buttermilk and herbs for chicken dishes.
• Buffalo Ranch Premium Recipe Mix Tongue-tingling kick of chili heat combined with soothing ranch cooldown; gluten-free.
• Restaurant-Style Ranch Dressing & Recipe Mix Savory blend of ranch, buttermilk and herbs for restaurant-style ranch flavor; gluten-free.
• Original Ranch Dips Mix Packet Dry mix packet with perfectly balanced ranch flavors to add to favorite dip ingredients; 1 oz, gluten-free.
• Fiesta Ranch Dips Mix Peppery ranch dips mix with savory tomato, red bell pepper and onion flavors; gluten-free.
• Creamy Dill Dips Mix Savory ranch combined with fresh dill flavor for dippable bites; gluten-free dry mix.
• Original Ranch Dipping Cups 8 single-serve 1.5 oz cups of Original Ranch for on-the-go dipping of pizza, wings and fries.
• Hidden Valley Ranch Dippers Refrigerated protein-forward snacks; the brand's first entry into the refrigerated protein snacking category.

Quantifiable outcome

• Market leadership in salad dressings
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Taco BellcoreGTM or Marketing Partner · 1 January 2026Hidden Valley Ranch partnered with Taco Bell to launch the Hidden Valley Diablo Ranch sauce in early 2026, representing a co-branded limited-time product offering that leverages both brands' positioning in the condiment and fast food space.
• Auntie Anne'sminorGTM or Marketing Partner · 1 January 2025Limited-time ranch packet offer launched in early 2025 at Auntie Anne's locations, featuring Hidden Valley branded seasoning packets as a promotional add-on item.
• Dairy QueencoreGTM or Marketing PartnerDairy Queen utilizes Hidden Valley Ranch seasoning for house-made ranch offerings at franchise locations, creating an ongoing product supply and brand licensing relationship.
• Burger KingcoreGTM or Marketing PartnerOngoing chain-wide availability of Hidden Valley Ranch dipping sauce at all Burger King locations, representing a permanent product placement and supply relationship.
• The Clorox CompanycoreStrategic or Co-development PartnerHidden Valley Ranch is owned by The Clorox Company and operates as part of the Clorox Family of Brands including Glad, KC Masterpiece, Kingsford, and Soy Vay. The Clorox Company acquired Hidden Valley and manages the brand as a subsidiary.
• BuglesminorGTM or Marketing PartnerLicensed ranch flavor partnership producing Bugles Crispy Corn Snacks in Hidden Valley Ranch Flavor, available at retail as a co-branded snack product.
• IdahoanminorGTM or Marketing PartnerLicensed ranch flavor partnership producing Idahoan Hidden Valley Ranch Mashed Potatoes, a co-branded side dish product available at retail.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kraft Heinz Company: Owner of major condiment and dressing brands including Heinz, Kraft, and Wish-Bone. Compares to Hidden Valley as a large diversified CPG conglomerate with overlapping condiment portfolios and broader distribution scale.
• McCormick & Company: Global leader in spices, seasonings, and flavor solutions including French's and Frank's RedHot brands. Compares to Hidden Valley as a major seasoning and condiment manufacturer with overlapping retail channels and foodservice exposure.
• Bolthouse Farms: Major producer of dressings, carrots, and beverages with broad retail distribution. Compares to Hidden Valley as a larger CPG brand with overlapping refrigerated dressing and condiment categories.

Direct peers

• Hellmann's / Best Foods (Unilever): Direct competitor in the mayonnaise and salad dressing category. Compares to Hidden Valley as a major branded dressing manufacturer with national retail distribution and similar household penetration.
• Ken's Foods: Family-owned salad dressing and marinade manufacturer with national retail presence. Directly competes with Hidden Valley in the salad dressing category with similar format offerings and retail distribution.
• Wish-Bone (Conagra Brands): Italian dressing and salad dressing brand owned by Conagra. Direct competitor to Hidden Valley in salad dressings, historically the category leader before Hidden Valley's rise, with similar grocery channel positioning.
• Marzetti (Lancaster Colony): Manufacturer of salad dressings, dips, and sauces under multiple brands including Marzetti, New York, and Chick-fil-A sauces. Direct competitor to Hidden Valley in retail and foodservice dressing categories.

Emerging players

• Primal Kitchen: Premium clean-label condiment brand founded by Mark Sisson, with ranch dressing as a flagship product. Emerging competitor targeting health-conscious consumers overlapping with Hidden Valley's Plant Powered and Avocado Oil lines.
• Sir Kensington's: Premium condiment brand with ranch, mayonnaise, and ketchup offerings emphasizing clean ingredients. Compares to Hidden Valley as a premium-positioned challenger in the same condiment categories.
• Tessemae's: Clean-ingredient salad dressing and condiment brand. Emerging direct competitor to Hidden Valley in the natural and better-for-you salad dressing segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/hiddenvalleyveggies
• Facebookfacebook.com/hiddenvalley
• Instagraminstagram.com/hidden.valley
• TikToktiktok.com/@hiddenvalleyranch
• Pinterestpinterest.com/hvranch
• Xx.com/HVRanch
• LinkedInlinkedin.com/company/hidden-valley-ranch

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hidden Valley