New York: World Cup ranch interest has grown among international visitors in the United States, with tourists praising the dressing and trying to take bottles home.
CNN reported that the trend emerged as fans travelled across U.S. host cities for FIFA World Cup 2026 matches.
The Transportation Security Administration joined the conversation on Instagram after noticing travellers packing ranch in carry-on bags. The agency reminded visitors that carry-on liquids must be 3.4 ounces (100 millilitres) or less.
A standard ranch bottle is about 16 ounces, or 473 millilitres. TSA advised travellers to pack larger bottles in checked luggage.
Bill Maher on the World Cup Tourists in America: “There are thousands of people from countries that we think of as prosperous and advanced who have come here and are now saying they can no longer go on in life if they can’t get ranch dressing. One woman from Sweden said, ‘Why did… pic.twitter.com/UVrN0rhPPF
— RedWave Press (@RedWavePress) June 28, 2026The dressing, made mainly with buttermilk, vegetable oil and spices, ranks as the most popular salad dressing in the United States, according to the Association for Dressings and Sauces.
Hidden Valley Ranch said World Cup fan interest developed organically. Stacy Stokes, the brand’s vice president of marketing, told CNN that early signs showed a sales bump.
The company plans to distribute seasoning mix packets in host cities in July. Travellers can mix the powder with buttermilk and mayonnaise to make the dressing.
Kraft Heinz also said it would introduce a TSA-compliant ranch product. Chief Marketing Officer Todd Kaplan told CNN the company was leaning into the World Cup moment.
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The U.S. government expects up to 10 million international tourists to visit the country for the tournament. Hidden Valley currently sells officially in the United States and Canada. The company said it was testing overseas interest but had no firm global expansion plan.
