PepsiCo is jumping on the dirty soda trend. TikTok and Mormon housewives have helped put dirty soda (a mix of soda, creamers, and sometimes fruit puree) on the map—way longer ago than you might remember, too—and now big soda brands want in on the buzz. PepsiCo released Dirty Mountain Dew and dirty-soda-flavor-inspired Mug Vanilla Howler this year, focusing on the “creamy finish” and “mouthfeel” of dirty soda and playing into little treat culture. But making a shelf-ready dirty soda isn’t easy: consumers have pre-set expectations of what it will taste like thanks to chains like Swig and are also used to customizing dirty soda to their preferences in the moment. Perhaps because of these challenges, they’re one of the first mainstream soda brands to offer ready-to-drink “dirty soda”—though we are over here wondering if it’s really dirty soda when it doesn’t have cream in it??? (Food Dive)
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