CLUB® CRACKERS BRINGS TWO CRAVE-WORTHY INNOVATIONS TO THE SNACK AISLE WITH NEW CLUB® MINIS HIDDEN VALLEY™ RANCH AND CLUB® EXTRA BUTTERY
Two new launches deliver fan-favorite flavor and elevated indulgence
Key News Bites:
- NEW Club® Minis Hidden Valley Ranch brings craveable ranch flavor to Club's bite-sized Minis format
- NEW Club® Extra Buttery brings a bolder buttery flavor to the classic Club® cracker
- Both innovations begin rolling out nationally starting in January, with expanded availability continuing through spring
CHICAGO, Jan. 12, 2026 /PRNewswire/ -- Club® Crackers is kicking off the new year with two innovations hitting shelves this month, designed to give fans more of what they love. Introducing new Club® Minis Hidden Valley Ranch, a flavor collaboration inspired by America's unmatched appetite for ranch, alongside Club® Extra Buttery, a new addition that turns up the indulgence factor on the brand's signature light, flaky, and buttery crackers.
Once just a pantry staple, ranch has become one of the most influential flavors in food culture today — now the #1 condiment in the U.S., surpassing ketchup*, with a presence that spans menus, social feeds, and snack aisles nationwide. With Club® Minis Hidden Valley Ranch, Club Crackers brings that unmistakable flavor into its own world — pairing the tangy taste of Hidden Valley Ranch with the light, flaky and buttery crunch that has made Club a staple at gatherings for generations.
"Ranch is one of those flavors people reach for again and again, especially when it comes to everyday snacking," said Carrie Foose, Director of Brand Marketing for Club Crackers. "Partnering with the #1 selling ranch†, Hidden Valley Ranch, gave us the opportunity to bring that familiar, beloved flavor into our Minis format in a way that feels distinctly Club."
The Minis format makes the flavor easy to snack on, share, and serve, whether it's casual get-togethers or everyday grazing moments.
Club® Crackers is also introducing Club® Extra Buttery, a new offering that builds on one of the brand's most-loved attributes. Known for its signature light, flaky, and buttery crackers, Club is turning up the buttery flavor even more with this latest addition — delivering an enhanced take on the classic cracker that fans already know and love.
"With Club Extra Buttery, we leaned into what has always defined Club — that light, flaky and buttery texture— and amplified it, with even more buttery taste" Foose added. "The flavor balances savory and subtly sweet notes in a way that feels familiar, but a little more indulgent, making it easy to enjoy in everyday snacking moments, or as a fun spin on a new buttery snack for movie night."
Designed to pair seamlessly with simple toppings like sharp cheddar, creamy brie, or a drizzle of honey, Club Extra Buttery offers a versatile upgrade to everyday snacking. To celebrate the launch, shoppers can also take advantage of a limited-time promotion: when they buy two boxes of Club® Extra Buttery crackers to upgrade their buttery movie night snacks, they'll receive a promo code for a free Fandango At Home rental, redeemable both in-store and online to complete the occasion
Club® Minis Hidden Valley Ranch (11 oz.) and Club® Extra Buttery (13.7 oz.) - both permanent additions to the Club Crackers portfolio - will begin appearing on shelves at retailers nationwide starting in January, with broader availability rolling out in March. Both varieties are priced in line with existing Club Crackers offerings.
For more information, visit ClubCrackers.com and follow @ClubCrackersUS on Instagram,Facebook, and TikTok.
*IRI MULO 52 weeks ending 12/29/24, Datassentials Flavor Menu Penetration
†Best-selling Ranch brand based on national retail sales
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a $65bn+ family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world's best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M'S®, SNICKERS®, Pringles®, Cheez-It®, and BEN'S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our more than 170,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.
About Hidden Valley Ranch
Founded in 1954, Hidden Valley™ Ranch is the original ranch dressing and America's favorite.‡ From classic bottles to seasoning packets and plant-powered options, Hidden Valley Ranch offers a variety of ways to enjoy the flavor fans love across meals and snacks. Find Hidden Valley products in stores nationwide or online. CLX-B
Follow us on Instagram: instagram.com/hidden.valley
Follow us on TikTok: tiktok.com/@hiddenvalleyranch
Learn more at HiddenValley.com
‡Best-selling Ranch brand based on national retail sales
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SOURCE Mars