Wish-Bone

What Wish-Bone does

Wish-Bone is a US consumer packaged goods brand specializing in shelf-stable salad dressings, vinaigrettes, and marinades, with documented #1 market share in the US Italian dressing category continuously since 1970 (per Circana US Multi-Outlet data through January 19, 2025). The brand's product portfolio spans Italian dressings (classic, light, fat-free), creamy dressings, Western-style dressings, vinaigrettes, and marinade variants, positioned for versatile household use across salads, marinades, glazes, and dipping applications. The brand originated in 1945 as a Kansas City, Missouri family-style chicken restaurant founded by WWII veteran Phillip Sollomi, with the signature Italian dressing added in 1948 based on his mother's Sicilian recipe, which became the foundation of the commercial brand.

The brand operates as a wholly-owned label within Conagra Brands (NYSE: CAG), a major North American packaged food conglomerate, and benefits from Conagra's manufacturing scale, procurement leverage, and broad retail grocery and convenience distribution across the United States. Products are sold through major grocery chains, convenience stores, and online retail channels via the brand's "Where to Buy" page, with no direct-to-consumer storefront or premium pricing tier disclosed. Brand-level revenue is not separately reported by Conagra, indicating Wish-Bone sits within a broader portfolio segment rather than operating as an independently disclosed business unit.

The business model is a conventional CPG wholesale-to-retail motion: mass-market shelf-stable dressings priced at mainstream grocery price points, supported by trade promotion, in-store shelf placement, and heritage brand marketing rather than direct consumer relationships. The consumer base is broad and undifferentiated (home cooks and families), and growth has historically been driven by line extensions (Lite in 1980, Vinaigrettes in 1999, Light Vinaigrettes in 2006) and formulation updates (HFCS removal in 2011) rather than new customer acquisition or channel innovation.

Name

Wish-Bone

Legal name

Wish-Bone

Website

https://wish-bone.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

1–10 employees

Short description

Wish-Bone is a US consumer packaged goods brand and the #1 Italian dressing in the US since 1970, owned by Conagra Brands, selling Italian, creamy, Western dressings, vinaigrettes, and marinades through grocery and online retail to household consumers.

Ownership category

akta.pro rank

Product category

Salad Dressings & Marinades

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Salad Dressings & Vinaigrettes Manufacturing (AFAKADAC)

Keywords

• Salad dressings
• Italian dressings
• Vinaigrette products
• Marinade sauces
• Creamy dressings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Distribution channels2 records

Marketing channels2 records

Core offering

Wish-Bone manufactures and sells a portfolio of bottled salad dressings, vinaigrettes, marinades, and glazes for U.S. retail consumers. Its core offering is Italian dressing (the #1 Italian dressing brand in the U.S., a position held since 1970), with line extensions including creamy, Western, and lite/light varieties. Products are used for salads, marinating proteins, creating glazes, and as dipping sauces.

Product overview

Wish-Bone is a dressings and marinades brand that offers a diversified portfolio of products across Italian dressings (the #1 brand since 1970), creamy dressings, Western dressings, vinaigrettes, and marinades. The core products include the classic Italian dressing line (available in classic, light, and fat-free varieties), creamy dressing varieties, Western-style dressings, vinaigrette offerings (including Light Vinaigrettes), and marinade products designed for proteins. The products serve multiple culinary applications: salads, marinades, glazes, and dipping sauces. The brand maintains a commitment to authentic ingredients and exceptional flavor, having removed high fructose corn syrup from the core line in 2011.

Differentiator

Problem solved

Functional benefit

Brands

• Wish-Bone Western: A variety of Wish-Bone dressing featuring a distinct Western-style flavor profile, included alongside Italian and Creamy varieties.
• Wish-Bone Lite
• Wish-Bone Vinaigrettes

Products and services

• Wish-Bone Italian Dressings The flagship product line and #1 Italian dressing brand in the U.S. (since 1970). Sold in classic, light, and fat-free varieties for use on salads and as a base for marinades and glazes.
• Wish-Bone Creamy Dressings

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Conagra BrandscoreStrategic or Co-development PartnerConagra Brands is the current parent company of Wish-Bone. The brand is operated as part of Conagra's portfolio of food products. Conagra is a major North American food company, and Wish-Bone benefits from its extensive distribution network and resources.

Scale indicators1 record

Recent moves6 records

Expansion highlights1 record

Direct peers

• Hidden Valley: Hidden Valley is the #1 ranch dressing brand in the US and one of the most recognized salad dressing brands overall. It directly competes with Wish-Bone across retail grocery, foodservice, and at-home meal occasions, targeting the same household consumer with similar bottled dressing products.
• Kraft Dressings (Kraft Heinz): Kraft-branded dressings (including Miracle Whip, Catalina, and others) compete head-to-head with Wish-Bone in the mass grocery channel. Both brands target the same value-conscious family shopper with traditional American dressing varieties, and are stocked side-by-side in retailers' condiment aisles.
• Ken's Foods: Ken's Foods is a leading US manufacturer of salad dressings and marinades, with Steak House, Italian, and vinaigrette lines that directly compete with Wish-Bone. Both brands sell through grocery, club, and foodservice channels and emphasize quality ingredients in their positioning.
• Newman's Own: Newman's Own sells Italian, Caesar, ranch, and vinaigrette dressings that compete with Wish-Bone's portfolio in the same grocery aisles. The brand competes on a similar quality-and-heritage narrative to Wish-Bone, with a mission-driven angle that resonates with the same family demographic.
• Marie's: Marie's is a salad dressing brand also owned by Conagra Brands, making it a direct sister-brand peer. Marie's and Wish-Bone share distribution, sales, and supply chain resources and target overlapping but slightly differentiated consumer segments (Wish-Bone for traditional Italian; Marie's for premium refrigerated dressings).
• Annie's Homegrown (General Mills): Annie's offers organic and natural salad dressings that overlap with Wish-Bone's Light and Fat-Free lines. Annie's targets a more health-conscious and family-focused shopper, providing Wish-Bone with a benchmark for how a mainstream brand can credibly extend into the better-for-you tier.
• Bolthouse Farms: Bolthouse Farms is a refrigerated dressings and yogurt-based dips brand owned by Butterfly Equity. Its yogurt-based and probiotic-positioned dressings overlap with Wish-Bone's creamy and healthier-credentialed lines, and the brand serves as a competitor in the refrigerated dressings section.
• Briannas: Briannas is a family-owned salad dressing brand offering premium vinaigrettes, Italian, and creamy dressings that overlap with Wish-Bone's vinaigrette and creamy product lines. Both brands emphasize authentic recipes and natural ingredients, and compete for similar retail placement and consumer occasions.

Emerging players

• Primal Kitchen: Primal Kitchen is a fast-growing premium dressings and condiments brand built on avocado oil and clean-label formulations. It targets the same end consumer as Wish-Bone but with a distinctly premium, better-for-you positioning that has rapidly gained shelf space and consumer mindshare.
• Tessemae's: Tessemae's is a clean-label salad dressing and condiment brand focused on organic, dairy-free, and natural ingredient formulations. It competes for the same household consumer Wish-Bone targets but in the premium and natural channel, representing the direction the broader category is heading.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wishbonebrand
• Facebookfacebook.com/wishbone
• LinkedInlinkedin.com/company/wish-bone

Revenue estimate

Valuation estimate

Number of profiles

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 Wish-Bone