Utah-based soda drink chain Swig coined the term “dirty soda” back in 2010, offering customizable drinks made up of soda as a base, followed by flavored syrups, cream or other ingredients. The trend has since exploded beyond Swig, reported CNBC.

According to the outlet, PepsiCo plans to unveil two ready-to-drink dirty soda-inspired beverages at the 2025 NACS Show—Dirty Dew and the Mug Floats Vanilla Howler. The upcoming releases follow the introduction of Pepsi Wild Cherry & Cream flavor, which hit shelves earlier this year.

“I think it’s a great opportunity for people like us, like PepsiCo, and for consumers to experience soda in a new way—and in some ways, an old way,” Pepsi Beverages North America Chief Marketing Officer Mark Kirkham told CNBC, comparing the rise of dirty soda to root beer floats and soda shops.

Dirty soda is such a growing sensation that it continues to draw in new players and expand menu offerings. According to Datassential, 2.7% of U.S. eateries offer a carbonated soft drink that includes cream or milk, up from 1.5% a decade ago.

Swig has now grown to more than 140 locations across 16 states. So far in 2025, its same-store sales have risen 8.2%, according to the company. CNBC noted that Swig’s core customer base is young women between the ages of 18 and 35.

NACS Daily has been keeping an eye on QSR’s adaption of dirty sodas and experiential drink options. Earlier this month, Taco Bell’s Chief Executive Sean Tresvant said he sees an opportunity for the QSR to home in on beverages. He plans for drinks to play a bigger role in Taco Bell’s business by focusing on marketing efforts to younger consumers.

Read more about how c-stores are implementing experiential beverages in the August 2024 issue of NACS Magazine feature “Beyond Taste.”