World Cup fans love ranch dressing so much they tried to sneak it through airport security. Earlier this month, the TSA advised passengers that they should not include ranch dressing in their carry-on luggage. Retailers started selling it right past the checkpoint.
The Transportation Security Administration allows only containers below the 3.4-ounce limit for carry-ons. Any container larger than that must be placed in checked luggage. But fans wanted to bring home full-size bottles of ranch dressing from their trip.
Justin Marlett, the strategic marketing director at the company, stated that regional director Andrew Schrank had noticed the rising demand for ranch dressing among World Cup visitors and proposed selling it.
The World Cup has drawn millions of international visitors to the United States, many of whom seek to bring home local favorites. Ranch dressing, though not traditionally associated with American soccer culture, has emerged as an unexpected souvenir. Airport retailers like Paradies Lagardère are capitalizing on this trend by offering products beyond typical travel essentials. The company's decision to stock ranch dressing in six host cities, including Atlanta, Los Angeles, and Philadelphia, illustrates how airports are adapting to passenger preferences tied to major events.
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Paradies Lagardère operates stores in airports across the country. Responding to the popularity among World Cup fans, three retail locations at Philadelphia International Airport began stocking 8-ounce containers of Hidden Valley Ranch dressing.
Justin Marlett explained the move. "While ranch isn't an official retail category for us, we're always looking for ways to meet customer demand and have a little fun with global events like this."
Philadelphia International Airport posted on Facebook: "Did TSA take your liquid gold at security? We've got you covered!"
Hidden Valley Ranch is owned by Clorox. Stacy Stokes, vice president of marketing at Hidden Valley Ranch, said the brand is helping fans find a travel-friendly alternative. "We know traveling with bottled ranch can be difficult, so we want to make sure visitors know they can bring our travel-friendly restaurant-style ranch seasoning packets with them instead to use and make fresh Hidden Valley Ranch at home."
Kraft Foods also makes ranch dressing. The company posted an AI-generated image of small packets of "TSA Compliant Ranch" on Instagram with this caption: "This image was partially generated with AI. We're working on the real thing."
The dressing craze may not end when the tournament does.
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