Hidden Valley has launched its new Diablo Ranch sauce nationwide at Taco Bell, expanding its foodservice partnership with the fast-food chain. The product became available across US Taco Bell locations from 22 January 2026.
The new sauce combines Hidden Valley’s classic ranch base with Taco Bell’s Diablo flavour profile. The launch follows the Fire Ranch collaboration released in 2025, which marked the first national rollout between the two brands.
Diablo Ranch is being positioned as a core menu addition rather than a limited side item. The sauce is featured with Taco Bell’s Crispy Chicken Nuggets and is integrated directly into the product offer.
Hidden Valley is using the collaboration to strengthen its presence in high-volume foodservice channels. The brand is also expanding its flavour portfolio by pushing further into heat-led sauce segments while keeping its core ranch identity.
The nationwide rollout is supported by a multi-channel campaign covering broadcast advertising, social media, influencer partnerships and digital ordering promotions. Taco Bell has linked the launch to delivery-focused activity, including branded vehicle promotions connected to Uber Eats marketing in Los Angeles.
For Taco Bell, the collaboration fits into its broader strategy of rotating flavour platforms and co-branded menu launches to drive traffic and menu engagement. Sauces continue to play a growing role in US quick-service restaurant menus, particularly in chicken and snack categories.
Why This Matters
The Diablo Ranch launch shows how FMCG brands are increasingly using foodservice partnerships to extend product reach beyond retail shelves.
For Hidden Valley, the collaboration creates a new trial channel for flavour innovation at national scale. For Taco Bell, it adds brand recognition and limited-time appeal to menu development.
The move also reflects wider industry trends around spicy flavour demand, co-branded product launches and the growing commercial value of sauces as a standalone category in quick-service dining.
