More soda companies are getting their hands dirty

There’s a new trend shaking up the world of fizzy drinks: dirty soda.

The practice—which involves adding cream, flavored syrups, or fruit juices to soda to make it “dirty”—is increasingly making its way into the mainstream, with Pepsi, Taco Bell, and McDonald’s all recently launching new products.

• Social media buzz and TV shows like The Secret Lives of Mormon Wives have helped dirty soda spread far beyond its original popularity among Utah residents.
• Overall, the percentage of US eateries offering a carbonated soft drink with cream or milk included has nearly doubled over the past decade, from 1.5% to 2.7%.

Why consumers are ridin’ dirty

Analysts say the rise of dirty soda can be attributed to a variety of factors. It’s a more enjoyable experience for many consumers compared to coffee, while offering less caffeine so people can drink it all day long. And the bright colors of dirty sodas make them more attractive to consumers, who were likely introduced to the trend on TikTok.

Fast-food chains also love the trend. But for a different reason: dirty soda is highly customizable for consumers, without the hassle of having to make a non-fat, dairy-free latte with two espresso shots and caramel drizzle.

• “It’s a custom drink offering that leverages something they already have—their soda machine,” says Erica Holland-Toll, culinary director at The Culinary Edge.

Big picture: The rise of dirty soda across the US, plus the growing popularity of prebiotic sodas, has helped the sector halt its recent downward trajectory. After decades of falling US soda consumption—from 15.3 billion gallons in 2004 to 11.8 billion in 2023—Americans are projected to see the second straight year of consumption growth in 2025.