How PepsiCo is helping shape the dirty soda trend

Dirty soda has grown from a regional favorite into a national beverage trend. The idea is simple: take a soft drink and add creamy flavors, syrups or other mix-ins to create something that feels fun, customized, and a little special. 

The concept first gained traction in the 2010s when consumers customized sodas with cream and sweet flavors as an alternative to more traditional coffee drinks or cocktails and began posting their creations online. It has since exploded outward through social sharing, creator culture and a growing consumer appetite for playful, personalized drinks. But the creamy soda offering is not entirely new. Its origins can be found in classic soda fountain culture beginning in the 1800s, as well as cream sodas and root beer floats. 

That recent mix of personalization and treat-like appeal has helped dirty soda take off, especially as more people discover and share new drink combinations online.

“Dirty soda, nostalgic flavors, and float-inspired decadence were all showing up organically in culture in repeatable ways,” said Michael Smith, VP of marketing, flavored sparkling beverages. “Our role isn’t to jump on the bandwagon of every trend — it’s to listen, identify what has staying power, and translate it into something we can scale in a way that’s true to our brands.” 

PepsiCo is helping lead that shift by bringing the dirty soda idea to life in more than one way. In April, Mountain Dew launched Dirty Mountain Dew, the brand’s first take on dirty soda. Available nationwide, it blends Mountain Dew’s citrus taste with a smooth, creamy flavor finish, giving consumers an easy way to try the trend without needing a custom order or specialty shop. And the brand-new MUG Root Beer Floats Vanilla Howler builds on the classic root beer profile with a creamy flavor twist, bringing the taste of a root beer float into a convenient can and bottle format. 

In the U.K., Pepsi Zero Sugar Ice Cream Sodas brings the creamy flavor side of the dirty soda trend to life through familiar treat-inspired flavors, including Cherry & Vanilla, Raspberry Ripple and Salted Caramel. The flavors show how PepsiCo is translating demand for customization and nostalgia into formats that feel locally relevant while still connected to a broader global beverage culture shift.

In the U.S., MUG Brotein showed PepsiCo leading from another angle, tapping the rise of “dirty protein” by pairing MUG Root Beer Zero Sugar with a vanilla protein shake for a limited-time do-it-yourself remix that blended nostalgia and protein.

While dirty soda is primarily found in the U.S., the trend is expanding globally. Pepsi Global has launched Pepsi House of Treats, a new Away From Home mixology platform, which is designed to bring customizable, experience-first drinks to entertainment and hospitality partners in markets, including the U.K., Poland, Romania, and the Czech Republic.

The growth of dirty soda reflects a bigger shift in how people think about beverages. More consumers are looking for drinks that feel personal, playful, and worth sharing. PepsiCo is helping meet that demand through product innovation, crafted beverage platforms and new experiences that make familiar brands feel fresh. As beverage culture continues to evolve, PepsiCo is helping shape what comes next.