Utah-based Swig popularized “dirty soda” in 2010, sparking a trend embraced by PepsiCo, McDonald’s, and more. The drink combines pop with flavored syrups and cream. Pepsi plans to launch two dirty soda-inspired beverages at a trade show. The trend is growing, with eateries like TGI Fridays and McDonald’s offering variations.

Swig’s success with dirty soda has led to 140+ locations and 8.2% same-store sales growth. Rivals like Sodalicious and Fiiz are joining in. Fast-food chains like McDonald’s and Taco Bell are testing dirty soda offerings. Offering dirty soda is easier for restaurants than complex coffee drinks, making it a hit with consumers.

Dirty soda is a hit for beverage companies, boosting soda consumption in the U.S. The trend appeals to younger consumers and offers a lighter alternative to coffee. Swig’s core customer base is young women aged 18-35. The rise of dirty soda has helped stop the decline in soda consumption. Young consumers like Holly Galvin have embraced the trend, making their own dirty soda at home. As autumn approaches, a popular recipe includes Diet Dr Pepper with pumpkin spice creamer and pumpkin pie spice. Younger consumers are more likely to try new beverages, with 74% of Generation Z sampling a new drink each month. Beverage companies are benefiting from the trend, using it to attract new customers and expand their product offerings. The rise of dirty soda has led to successful canned cocktail versions like Dr Pepper Creamy Coconut and Pepsi Wild Cherry & Cream. This trend, originally popular in foodservice, is now making its way into retail markets. Pepsi plans to launch new flavors like Dirty Dew and Mug Floats Vanilla Howler to encourage consumers to experiment and customize their drinks even more.

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