08 Jul 2026 Dirty soda goes mainstream
Top US drinks players push creamy indulgence into RTD territory….
The “dirty soda” craze — a creamy, indulgent twist on traditional fizzy drinks — has officially jumped from TikTok hacks to full‑scale FMCG innovation.
What started as a social‑media‑fuelled, Gen Z‑driven customisation trend is now being commercialised by some of the biggest beverage players in the US market, with PepsiCo leading the charge.
The result: a new wave of ready‑to‑drink (RTD) sodas designed to deliver the syrup‑and‑cream experience straight from the can.
Dirty soda’s appeal lies in its sensory indulgence — creamy mouthfeel, boosted sweetness, and nostalgic flavour cues — and its viral customisation culture.
Influencers and content creators have driven the trend hard, connecting it to pop culture and regional quirks.
Innova Market Insights notes that the category’s growth is strongest among Millennial and Gen Z consumers, who enjoy both the DIY aspect and the playful experimentation it encourages.
PepsiCo goes all‑in
PepsiCo has launched Dirty Mountain Dew and Dirty Mountain Dew Zero Sugar, which add cream to the brand’s iconic citrus base.
The company describes the result as a “smooth, creamy finish” that brings indulgence into a modern, convenient RTD format.
Searches for “dirty soda” on Yelp have surged more than 600% over the past year, signalling strong consumer interest and validating PepsiCo’s decision to treat dirty soda as its next chapter in flavour innovation.
PepsiCo has also extended the trend to its Mug Root Beer brand, launching Mug Root Beer Floats Vanilla Howler — a limited‑edition summer release available in regular and zero‑sugar formats.
The drink aims to capture the classic root beer float experience with a creamy vanilla twist, supported by a TikTok and Instagram campaign featuring the brand’s mascot, Dog.
Slice enters with a “better‑for‑you” creamy soda
Suja Life‑owned Slice has joined the category with Dirty Orange and Dirty Strawberry — creamy sodas formulated with coconut‑derived MCT oil to deliver the rich mouthfeel without artificial cream flavours.
“Dirty soda has quickly become one of the most talked-about beverage trends, but until now, consumers had to make it themselves or settle for versions that didn’t quite deliver the full experience,” says Nicole Portwood, CMO at Suja Life.
“Rather than artificial cream flavours, we’ve added MCT oil to create the smooth, indulgent mouthfeel that defines a true dirty soda, capturing the creamy indulgence people love while staying true to our mission of offering a better-for-you soda.”
The drinks come in at 50–60 calories and are Non‑GMO Project Verified, positioning Slice as the functional‑leaning alternative in the dirty soda space.
What does this mean?
Dirty soda’s rise reflects broader global trends: indulgence, nostalgia, customisation, and multisensory experiences.
Creamy, hybrid flavour formats and influencer‑driven launches are shaping the a wave of RTD innovation in the US. We await to see if local players will explore dairy‑adjacent sodas, flavoured creams and dessert‑inspired carbonates as the category evolves.