Sweetening Up Soda: The Dirty Soda Trend Grows

Matcha and mocktails have their moment, but now there’s a rising star: “Dirty Soda.” This new trend, which began in Utah over ten years ago, has started to capture a wider audience, driven largely by social media and changing drinking habits across America, according to enthusiasts.

Essentially, it’s all about transforming classic carbonated beverages—like Coke, Dr. Pepper, and Mountain Dew—by infusing them with flavored syrups, fruit purées, and cream. Kelly O’Rourke, marketing director for FiiZ Drinks, a specialty soda chain based in Utah since 2014, notes that much of this excitement comes from the local LDS community. Members of The Church of Jesus Christ of Latter-day Saints often refrain from alcohol and coffee, but soda is perfectly acceptable. O’Rourke says, “This is their version of a coffee ritual,” likening the buzz around Utah’s soda shops to the crowds at Starbucks and Dunkin’.

It’s not uncommon to see busy “soccer moms” in vans, dashing in for custom sodas and snacks during the afternoon rush. The brand Swig, which started in 2010, has played a significant role in popularizing dirty soda, now boasting around 140 locations across 16 states. According to a recent report, Swig’s founder, Nicole Tanner, aimed to refresh traditional drinks with ingenious twists like lime and fruit purée.

The allure of dirty soda is even showcased on Hulu’s “The Secret Lives of Mormon Wives,” highlighting cast members’ preferred orders. Interestingly, the pandemic seems to have helped this trend leap beyond its Mountain West origins.

With over 65 locations spreading into the Northeast, FiiZ is notably expanding. Their first store in Connecticut just opened, with plans for further growth on the East Coast. CEO Scott Ball, who came on board in 2024 with a background in franchising (including experience at Dunkin), commented, “While we’re a Utah-based company, we’re now shifting from the Southeast to the East Coast.”

Not far behind, Cool Ships, a NYC-based dirty soda shop, has been popping up in Manhattan. Meanwhile, on the West Coast, Floso Dirty Soda, a popular soda truck from Salem, Oregon, is transitioning to a permanent spot. Ball believes this trend’s appeal isn’t merely novelty; customization is key. “Eighty percent of our business is customized drinks. You’re not just ordering a Diet Coke; you’re crafting something unique,” he noted.

One popular concoction, whimsically named “Very Bad Doctor,” mixes Dr. Pepper with vanilla, coconut, raspberry purée, and cream. This emphasis on personalized drinks aligns with broader trends in food and beverages, particularly among Gen Z, who seek visually stunning and customizable options.

Megan Tallman of Coca-Cola Freestyle mentioned this isn’t just a passing phase. “Soda’s been around forever. We’re just having fun with it,” she said. Major beverage companies like Pepsi and Coke are both embracing this “mixology” trend, adding syrups and cream to traditional drinks in restaurants.

There’s also an interesting shift happening: young people are opting for non-alcoholic beverages more frequently these days. Ball pointed out, “If you look at alcoholic beverages, it’s actually on the decline,” noting many are gravitating towards energy drinks and similar alternatives. FiiZ, along with others, now offers much more than just soda. Menus often include options like sugar-free syrups and energy drinks, further diversifying their offerings.

David Bawlser, overseeing a new FiiZ in Connecticut, believes introducing dirty soda in the East may require some convincing and a dash of nostalgia. Reflecting on the bygone era of soda shops, he shared, “We’ll get it back.” He draws comparisons between the current enthusiasm for specialty sodas and the earlier excitement surrounding craft beer, highlighting that younger customers want fun social experiences without centering around alcohol.

As interest in soda consumption stabilizes after years of decline, beverage giants continue experimenting with fresh options. “Soda has been around forever,” Ball concluded, “We’re just having fun.”