Dirty Soda Trend Gains Popularity Beyond Its Utah Roots

Move over, matcha and mocktails. “Dirty soda” is taking the stage.

This customizable drink trend, which originated in Utah over a decade ago, has gained significant traction thanks to social media, reality TV, and changing preferences among American consumers, according to enthusiasts speaking to Fox News Digital.

This trend enhances popular sodas, like Coke, Dr. Pepper, or Mountain Dew, by incorporating flavored syrups, fruit purées, and cream, creating a refreshing twist on classic beverages.

“A significant factor in its popularity is the LDS population,” said Kelly O’Rourke, marketing director for FiiZ Drinks, a specialty soda chain in Utah founded in 2014.

Members of the Church of Jesus Christ of Latter-day Saints typically avoid alcohol and coffee, making soda a permissible and popular choice.

“It’s akin to their coffee ritual,” O’Rourke explained, likening the lines at Utah soda shops to those at Starbucks or Dunkin’.

O’Rourke mentioned that stores typically experience a rush of “soccer moms” in the afternoons, arriving in vans filled with children to purchase customized sodas and snacks.

Swig, another key player based in Utah, is recognized for popularizing the dirty soda phenomenon. Launched in 2010, the chain now boasts approximately 140 locations across 16 states, according to a recent report in The Wall Street Journal.

Nicole Tanner, Swig’s founder and a mother of five from Utah, started the company to provide a refreshing beverage with a twist, incorporating lime, fruit purées, and cream.

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Featured on Hulu’s “The Secret Lives of Mormon Wives,” the trend has received additional attention as cast members displayed their favorite orders, helping to expand its reach beyond Utah.

FiiZ, which has over 65 locations in more than 10 states, is also exploring new markets, including the Northeast. Their first store in Connecticut is set to open in March, with plans for further expansion on the East Coast through franchising.

“We’re a Utah-based company, but our growth is now heading toward the Southeast and East Coast,” stated FiiZ CEO Scott Ball, who joined the company in 2024 after years in franchising, including with Dunkin’.

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Other chains are making similar moves. Cool Sips, dedicated solely to dirty soda, has opened multiple locations in Manhattan. According to BuzzFeed, Floso Dirty Soda, a popular soda truck in Salem, Oregon, that started in 2024, is also setting up a brick-and-mortar establishment.

According to Ball, the appeal of dirty soda transcends novelty.

“Eighty percent of our business consists of customized drinks,” he shared. “It’s not just about a Diet Coke. It’s about crafting your own beverage.”

One fan-favorite blend, called the “Very Bad Doctor,” combines Dr. Pepper with vanilla, coconut, raspberry purée, and cream.

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The focus on personalization reflects an overarching trend in the food and beverage landscape. Specifically, Gen Z consumers are drawn to drinks that are customizable and visually appealing, suitable for sharing on social media.

“This is not just a fad; it’s a movement,” stated Megan Tallman, vice president of Coca-Cola Freestyle and Foodservice Innovation, in a previous interview with Restaurant Dive.

“Soda’s been around forever. We’re just having fun with it.”

Both Pepsi and Coke are embracing premium soda “mixology,” experimenting with the addition of syrups, fruits, and creamers to classic soft drinks in partnerships and pilot programs, according to Restaurant Dive.

Furthermore, the rise of dirty soda is partly attributed to younger generations consuming less alcohol.

“If you look at alcoholic beverages, many are on the decline,” Ball pointed out, noting a notable shift toward energy drinks and various non-alcoholic options.

FiiZ and similar establishments are diversifying their offerings, with menus featuring sugar-free syrups, sparkling water bases, energy drinks, lemonades, and various snack items. “We’re truly more than just dirty soda,” O’Rourke emphasized.

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David Baulsir, general manager of the soon-to-open FiiZ location in Connecticut, shared that introducing dirty soda to East Coast consumers requires some educational effort coupled with a touch of nostalgia.

“I explain that it’s a modern take on an old-fashioned soda shop,” said Baulsir, a former brewery owner.

He pointed out that soda shops were once a fixture on the East Coast and recalls the height of old-fashioned soda fountains before many faded away in the 1980s and ’90s.

“We are bringing them back,” he confirmed.

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He sees parallels between the buzz that surrounded craft beer and the current excitement surrounding specialty sodas.

“Younger customers desire something fun and social that isn’t focused on drinking,” he noted.

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The rising interest in dirty soda coincides with signs of stabilization in soda consumption after years of decline, as beverage corporations continue to innovate with new options, including probiotic and zero-sugar choices.

“Soda’s been around forever,” Ball remarked. “We are simply adding a fun twist to it.”

Key Takeaways

• Dirty soda combines popular sodas with flavored syrups, fruit purées, and cream.
• The trend originated in Utah and has gained popularity due to social media and changing consumer preferences.
• Chains like FiiZ and Swig are expanding their reach beyond their original markets.
• Younger consumers, particularly Gen Z, are drawn to customizable beverage options.
• The rise of dirty sodas is attributed to a decrease in alcohol consumption among younger demographics.
• Drink personalization reflects a broader trend towards diverse food and beverage experiences.

FAQ

What exactly is dirty soda?

Dirty soda is a customizable drink that mixes traditional sodas with flavored syrups, fruit purées, and cream.

Where did the dirty soda trend originate?

The trend began in Utah over a decade ago but has since expanded to various regions across the United States.

Why is dirty soda popular among Gen Z?

Gen Z enjoys the ability to personalize their drinks and share visually appealing creations on social media.

Are dirty sodas considered an alcohol alternative?

Yes, many young consumers view dirty sodas as a fun, alcohol-free option for socializing.

Will dirty sodas continue to grow in popularity?

Many industry experts believe that dirty sodas represent a lasting trend rather than just a passing fad.

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