Business
From PepsiCo to Taco Bell, dirty soda is taking over
Utah-based drink chain Swig coined “dirty soda” back in 2010. Fifteen years later, the trend is fueling innovation everywhere from PepsiCo to McDonald’s, infusing the sluggish beverage category with new life.
“Dirty soda” drinks use pop as a base, followed by flavored syrups, cream or other ingredients. While Swig claims credit — and the trademark — for dirty soda, TikTok videos and the reality TV show “The Secret Lives of Mormon Wives” have helped the trend spread far and wide, outpacing even the soda chain’s speedy expansion.
Now, consumers can find it nearly everywhere, from grocery store aisles to fast-food chains.
In a few weeks, Pepsi plans to unveil two ready-to-drink dirty soda-inspired beverages at the National Association of Convenience Stores trade show in Chicago. The new drinks, the Dirty Dew and the Mug Floats Vanilla Howler, follow on the heels of the 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 the soda shops of yore.
PepsiCo’s lineup of dirty soda-inspired drinks includes Pepsi Wild Cherry & Cream, Dirty Mountain Dew and Mug Floats Vanilla Howler.
Source: PepsiCo
Dirty soda has also drawn new interest beyond beverage players. 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.
Newcomers to the trend include TGI Fridays, which launched dirty soda as a limited-time menu item this summer that could be spiked with alcohol. McDonald’s is testing flavored sodas, like a “Sprite Lunar Splash,” at more than 500 locations after winding down its drinks-focused spinoff CosMc’s in June. Yum Brands’ Taco Bell has also been offering limited-time menu items, like a dirty Mountain Dew Baja Blast.
Swig sets a trend
These days, Swig has grown to more than 140 locations across 16 states. So far this year, its same-store sales have risen 8.2%, according to the privately held company. The Larry H. Miller Company, an investment firm founded by the former Utah Jazz owner, bought a majority stake in Swig in 2022 for an undisclosed sum.
“I think we’re doing for soda what Starbucks did for coffee,” Swig CEO Alex Dunn said.
As Swig has grown, so have the number of chains looking to emulate its success. Rival soda shops like Sodalicious, Fiiz and Cool Sips are also benefiting from the trend. Coffee shops, like Dutch Bros., have also added it to their menus. And now fast-food chains are hopping on the bandwagon.
“It validates that this is a category, and McDonald’s and Taco Bell wouldn’t be getting into it if it wasn’t something that had broad appeal that they could sell everywhere, in thousands of locations,” Dunn said. “It’s kind of flattering that we created a category that now everybody is copying.”
For restaurants, adding dirty soda to the menu is easier than it might sound.
“It’s a custom drink offering that, one, allows the brands to leverage something that they already have right there: their soda machine,” said Erica Holland-Toll, culinary director at The Culinary Edge, which advises restaurants on food and beverage innovation. “Two, it incorporates either a one-touch ingredient, or if they’re already open for breakfast, it’s quite likely that they’ve got a creamer in house.”
On the other hand, offering customizable coffee drinks is usually much more difficult — which has contributed to the struggles at Starbucks.
“The espresso world — that’s so much more complicated,” Holland-Toll said.
Dirty soda also has wide appeal. With less caffeine than coffee, consumers can drink it all day long. Plus, it’s “much more accessible” than some coffee house trends, like an espresso tonic, according to Holland-Toll. The bright colors of many dirty sodas also make them more attractive to consumers, who were likely introduced to the trend via a TikTok video.
But perhaps above all, dirty soda can help restaurants draw in customers who are otherwise feeling thrifty.
“It’s an affordable fun treat. You’re not going out and spending $30 or $50, right?” said Sally Lyons Watt, chief advisor of consumer goods and foodservice insights for Circana. “It’s something that people can walk away saying, ‘Wow, that was yummy’ or ‘I feel better because I just had that.'”
A pop for beverage companies
Swig drinks.
Courtesy: Swig
A “fun treat” for consumers is adding up for beverage companies, helping reverse the decades-long trend of declining soda consumption in the U.S.
As health concerns mount and the array of beverage options expands, Americans have been drinking less soda for roughly two decades. In 2004, soda consumption peaked at 15.3 billion gallons, according to Beverage Marketing; by 2024, that figure had slid to 11.87 billion gallons. But consumption of carbonated soft drinks has been ticking up in the last two years, with 2025 estimated to reach 11.88 billion gallons. The rise of dirty soda, plus the growing popularity of prebiotic sodas, has likely helped the segment halt its downward trajectory.
Over the years, iced coffee has been stealing what the beverage industry calls “share of throat” from soda. With dirty soda, consumers can marry their love of customizing a cold drink with the lower caffeine content and taste of soda.
“The carbonation makes it feel lighter in your mouth than coffee, for example,” Holland-Toll said.
Dirty soda has also been attracting younger consumers who previously didn’t drink much Pepsi or Dr Pepper. Swig’s core customer base is young women between the ages of 18 and 35, according to Dunn.
That’s true for Holly Galvin, a 31-year-old human resources professional based in Davenport, Iowa. She told CNBC that she rarely drank soda — until she saw dirty soda take the spotlight in the “The Secret Lives of Mormon Wives” last year. Now she makes her own dirty soda once or twice a week at home. With the onset of autumn, her go-to recipe these days uses Diet Dr Pepper as a base, with pumpkin spice creamer and a sprinkle of pumpkin pie spice on top.
Broadly, younger consumers are more inclined to seek out new drinks compared with older cohorts. Nearly three-quarters of Generation Z try a new beverage every month on average, according to Keurig Dr Pepper’s 2025 trend report.
Beverage companies say that they are seeing a broader halo effect for soda as a result of the trend.
“For us, it serves as a recruitment tool, bringing new users into the trademark,” said Katie Webb, vice president of innovation and transformation for Keurig Dr Pepper. “It really draws them all the way back to the base brand, which ends up being extremely impact for us long after.”
And just as craft cocktail culture led to the rise of canned cocktails, the popularity of dirty soda is leading beverage giants to cash in with ready-to-drink versions that capitalize on the trend. Dr Pepper Creamy Coconut was the company’s most successful limited-time carbonated soft drink to date, based on retail dollar sales, according to Webb. And Kirkham said Pepsi Wild Cherry & Cream has been one of the fastest-growing flavor segments for the company.
“Some trends start retail and move over to foodservice,” Circana’s Lyons Wyatt said. “This one was a foodservice trend moving into retail.”
With Pepsi Wild Cherry & Cream and next year’s launch of Dirty Dew and the Mug Floats Vanilla Howler, Kirkham expects that consumers will become even more creative with their concoctions.
“I think it’s actually giving [consumers] the chance to experiment even more and customize more,” he said. “Now you have a brand new base.”
Visa Inc. signage on the floor of the New York Stock Exchange (NYSE) in New York, US, on Wednesday, Jan. 28, 2026.
Michael Nagle | Bloomberg | Getty Images
Visa is launching six new tools using artificial intelligence to modernize the process of disputing credit card charges, the company told CNBC exclusively.
The digital payments company said the tools are designed to reduce the costs and frustration of “outdated” dispute processes for multiple entities involved in the payments process: merchants, issuers and acquirers.
“Some of the challenges are these back-office systems are still largely manual,” Andrew Torre, Visa’s president of value-added services, told CNBC. “We really had to think differently about how we approach this at scale.”
In 2025, Torre said, Visa processed more than 103 million charge disputes globally, marking a 35% increase since 2019.
“Our goal is to streamline this as much as possible,” Torre said. “We’d love to be able to see that growth rate come down.”
Visa’s new tools are part of a larger push by major banks and financial institutions to incorporate AI into their businesses — both internally and in consumer-facing applications. JPMorgan Chase and Goldman Sachs have both said they’re already using AI to hire fewer people. BNY spent $3.8 billion on technology in 2025, or about 19% of its revenue.
Visa said three of its six new tools focus on merchants, allowing them to address potential disputes before they escalate, managing disputes with generative AI responses and providing a deeper level of detail on order insights to manage confusion over unfamiliar charges.
For example, Torre said, many disputes are borne out of cardholders not recognizing a specific charge on their statements. With the new tool, Visa will be able to provide further details to financial institutions to show cardholders that data at a deeper level, according to the company.
The other three tools are built for issuers and acquirers, using predictive AI models to aid in case-by-case analysis, analyzing documents for summaries and auto fill and establishing an AI-powered dispute platform to manage the entire process in one location, Visa said.
“We’ll be able to get them insights and data so they can move from being reactive to proactive,” Torre said.
Torre said Visa’s new AI tools are part of a broader host of solutions for consumers, including a subscription manager announced last week that allows cardholders to cancel unnecessary subscriptions directly on the manager.
The automation will save time, money and unnecessary confusion for both parties, he added. Most of the tools will be generally available later this year, the company said.
“We really believe that disputes in this solution makes it much easier to manage and resolve,” Torre said. “We think it has better outcomes for everyone.”
Food bills are set to soar as much as 10 per cent this year as a direct consequence of the Iran war, a key industry body has warned.
The Food and Drink Federation (FDF), which represents 12,000 food and drink manufacturers, has hiked its inflation forecast for the year from 3.2 per cent to between nine and 10 per cent.
During the 2022 cost of living crisis, food inflation rose at a rate of 10.9 per cent, figures from the Food and Drink Federation (FDF) show, while the following year was even worse at 14.6 per cent.
Since then, it had dropped back to 2.7 per cent (2024) and 4.2 per cent (2025), but while this year had originally been forecast to deliver food inflation of 3.2 per cent, the latest assessment is that it will instead see a huge rise in the second half of 2026.
The FDF said the current situation is “unprecedented and hard to predict”, but it’s “clear that food inflation is going to rise in the months ahead”.
How much that adds to the average bill depends on the size and frequency of a consumer’s usual grocery habits, but on average, bills could rise by around £588, according to some estimates.
Consumer rights and review site Which? frequently assesses UK supermarkets for cost, and at the start of 2026, an average basket of 89 shopping products cost £161.56 at Aldi and up to £217.02 at Waitrose.
Assuming food inflation lands at the mid-point of the FDF forecast, 9.5 per cent, and that all products and supermarkets applied that uplift equally, that would move the costs of those shops up to £176.91 and £237.64 respectively.
Research from confused.com suggested the average UK household spent £119 each week on food shopping, which is £6,188 each year; a 9.5 per cent uplift to that equates to an extra £588 annually, or a total of just over £130 per week and £6,775 annually.
Chancellor Rachel Reeves is due to meet with some supermarket chiefs on Wednesday, including Sainsbury’s and Tesco, over discussions to assess the upcoming impact of price rises on the cost of living. The Treasury has described it as a “fact-finding” conversation.
Last month, Asda boss Allan Leighton called on Labour to do more to help businesses after creating “a lot of constraints” for them.
For food manufacturers, there is both a concern now and another yet to come in terms of energy cost rises.
Diesel – used in farm machinery – is up by 80 per cent since the start of the war, while fertiliser costs could increase further, as well as supply being constrained. The FDF also points to lost sales due to cancelled shipments to the Middle East, with UK firms regularly exporting cheese, cereals, chocolate and more to the region.
Dr Liliana Danila, chief economist at The Food and Drink Federation, said: “The food and drink sector is already feeling the force of this geopolitical shock. As one of the UK’s energy-intensive industries, manufacturers are facing mounting energy bills, rising transport and packaging costs and disruption across key supply chains.
“These pressures are hitting simultaneously and are a significant challenge for businesses to absorb.
“The current situation is unprecedented and hard to predict; however, given the scale and speed of these cost increases, and despite companies’ best efforts not to pass price increases on, it’s clear that food inflation is going to rise in the months ahead.”
The FDF says its upgraded inflation figures were based on “assumptions that the Strait of Hormuz opens to cargo traffic within the next two to three weeks”, as has been suggested by Donald Trump this week, and that most commodities, including oil, gas and fertiliser production, return to normal within a year.
In the past few months, the FDF has repeatedly called for the government to offer support to businesses in the sector from rising energy bills in the same way as it does to those in some other manufacturing areas.
GST collections: India’s net Goods and Services Tax (GST) collections increased to Rs 1.78 lakh crore in March 2026, marking a rise of 8.2% compared to the previous month, according to official figures released on Wednesday.Gross GST revenue for March stood at Rs 2 lakh crore, which is an 8.8% increase over the same month last year.Abhishek Jain, Indirect Tax Head & Partner, KPMG says, “GST collections continue to show steady 9% annual growth, supported by strong import activity this month and consistent compliance. While export refunds have eased this month but remain healthy overall for the year”Refunds during the month totalled Rs 0.22 lakh crore, up 13.8% on a year-on-year basis, which resulted in net GST collections of Rs 1.78 lakh crore.Domestic GST revenue reached Rs 1.46 lakh crore, registering a growth of 5.9%, while revenue from imports was recorded at Rs 0.54 lakh crore, rising sharply by 17.8% during the period.Post-settlement GST figures across states presented a varied trend. While industrially advanced states recorded strong growth, several others reported a decline.Maharashtra contributed the highest amount to the overall collections at Rs 0.13 lakh crore on a pre-settlement basis, followed by Karnataka and Gujarat.Among states showing an increase in post-settlement SGST collections were Himachal Pradesh, Punjab, Uttarakhand, Haryana, Rajasthan, Uttar Pradesh, Bihar, Gujarat, Maharashtra, Karnataka, Kerala, Tamil Nadu, Telangana and Andhra Pradesh, among others.On the other hand, states such as Jammu and Kashmir, Chandigarh, Delhi, Arunachal Pradesh, Meghalaya, Assam, West Bengal, Jharkhand, Odisha, Chhattisgarh and Madhya Pradesh, among others, registered a decline in post-settlement SGST revenues.
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