Ketchup may be up against some steep competition in the condiment aisle. Hidden Valley has proclaimed that their ranch dressing is “the new ketchup.” They’re definitely onto something. People love ranch dressing on their French fries, chicken wings, even on their pizza. While some people might enjoy the salad dressing on their salad, the number of people opting for ranch over ketchup, on foods usually accompanied by ketchup, is steadily rising.

The creamy, mayo-based salad dressing can be seen as a topping and a dip making it very versatile. Hidden Valley took this point and ran with it in their new, not very subtle, marketing campaign. The brand claims that the salad dressing isn’t simply for carrot sticks but that “Ranch dressing is for everything.”

Diners might notice if their beloved ketchup bottles are replaced with a bottle of ranch the next time they go out for dinner. Ketchup lovers don’t need to worry though, ranch still needs to be refrigerated. But that might not be forever, Hidden Valley Ranch researchers are currently working on creating a nonperishable recipe for their famous topping and dip. Ranch dressing’s desire to be the new ketchup doesn’t end there. The new Hidden Valley Ranch is thicker and creamier so it has a ketchup-like consistency when it comes out of the bottle. The bottle also has the retro appeal that a classic bottle of ketchup posses.

American eats a lot of ranch dressing with about fifteen percent of the dressing never seeing a salad or vegetable platter. Ranch, the most used variety of salad dressing, is consumed double the amount that Italian and French dressing is used. The Clorox Company, who owns Hidden Valley, has marketed ranch towards parents and their children, who undoubtedly love ketchup more than life its self, in the past. Hidden Valley had a marketing spot about how in kids in “Hidden Valley” love eating their vegetables. Not because vegetables are a healthy alternative to junk foods, but because their ice cream cone-shaped broccoli stalks had been smothered in Hidden Valley Ranch. So, ketchup lovers beware, Ranch is delicious on anything and everything and is taking over at barbeques and hot dog stands everywhere.