PepsiCo adds dirty sodas to lineup

PepsiCo is doubling down on the dirty soda trend, joining mainstream soda brands in offering ready-to-drink versions of the TikTok-fueled craze. The move arrives at a time when the category—normally found in restaurants and in chains such as Swig—remains thin on the shelf in grocery aisles, leaving a clear opening that the beverage giant intends to occupy.

The trend, which blends classic soda with creamers and fruit purees, first caught attention on social platforms and has since spread to a wider audience. Earlier this year, PepsiCo introduced Dirty Mountain Dew, a cream-soda-inspired variant, and later added Mug Vanilla Howler, a vanilla-ice-cream-flavored root beer. Those launches illustrate a broader shift in consumer behavior toward small, indulgent treats that feel both nostalgic and novel.

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Michael Smith, vice president of marketing for PepsiCo’s flavored sparkling portfolio, explained that the company observed a steady rise in demand for dirty sodas across multiple markets. “We were seeing dirty soda just pop up consistently in the marketplace,” said Michael Smith. “Once we felt like the trend was real and there was an opportunity to service it within our portfolio, then it just comes down to what is the right way to deliver that and how does that feel unique and relevant to each of the brands.”

The challenge for PepsiCo extended beyond flavor creation; it also required matching the expectations set by restaurant-served dirty sodas. Consumers already expect a creamy finish, a specific mouthfeel, and the core taste of the underlying soda.

Smith pointed to the success of Dirty Mountain Dew as proof the strategy worked. The product’s reaction from shoppers exceeded the response typical of new flavor launches, suggesting the trend possesses staying power. For Mug, the company leaned into root beer’s natural pairing with floats, crafting Vanilla Howler as a direct nod to that tradition and reinforcing brand consistency.

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Meeting Consumer Expectations While Introducing a “Dirty” Twist

Consumers already associate dirty soda with a specific taste profile delivered by restaurants and chains such as Swig, making a ready-to-drink version harder to launch than a standard new flavor. Online DIY recipes have also taught shoppers to expect a high degree of personal customization, a feature that pre-mixed bottles cannot replicate. This mismatch forces brands to bridge the gap between a fixed product and the flexible experience fans have come to expect.

Smith said PepsiCo had to act with discipline, ensuring the timing and formulation aligned with those expectations before releasing a product. Adopting the “dirty” label fit the Mountain Dew brand, and pairing a creamy element with its citrus base opened a clear innovation opening. “Consumers can hold two ideas in their mind at the same time,” he explained, noting that shoppers often seek to satisfy multiple needs in one occasion. He added that success hinges on delivering a credible offering that meets both trends, but only when it makes sense for the brand.