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From PepsiCo to Taco Bell, dirty soda is taking over

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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.”



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Why you should consider switching bank accounts

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Why you should consider switching bank accounts



Martin Lewis explains why now might be a good time to think about changing your bank account.



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Video: The Hidden Number Driving U.S. Job Growth

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Video: The Hidden Number Driving U.S. Job Growth


new video loaded: The Hidden Number Driving U.S. Job Growth

After a year of just 181,000 new jobs, January’s 131,000 increase in the U.S. workforce was surprisingly positive. Ben Casselman, The New York Times’ chief economic correspondent, explains the numbers.

By Ben Casselman, Christina Thornell, Christina Shaman, June Kim and Nikolay Nikolov

February 13, 2026



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How packaging and logistics companies are automating their warehouses

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How packaging and logistics companies are automating their warehouses


DHL Autonomous Robot at work.

Source: DHL

Workers at DHL Group used to walk close to a half marathon each day just to classify, pick and move items across massive warehouses.

Now, their distance and efforts are greatly reduced by autonomous mobile robots that can unload containers for the package delivery and supply chain management company with a speed of up to 650 cases per hour.

“That is what we look forward to, and where we’ve been successful in deploying technology at scale over the last five years, going from when we started in 2020 with 240 projects, and now we’re up to 10,000 projects,” Tim Tetzlaff, DHL’s global head of digital transformation, told CNBC.

The company’s autonomous innovations have accelerated processes at 95% of DHL’s global warehouses. Item-picking robots in one warehouse have increased units picked per hour by 30%, while autonomous forklifts at that same warehouse have contributed a 20% increase in efficiency, the company said.

Tetzlaff said automation is important for the company because it’s such a labor-intensive business.

“We still have the ambition to grow our business even further, but if you look at where these distribution centers should be located … it’s typically very tough to find additional labor or even additional spaces just to build these warehouses there,” he said.

DHL is one of multiple fulfillment companies moving toward automation and leveraging artificial intelligence as the industry works toward greater efficiency.

On an earnings call with analysts in late January, United Parcel Service CEO Carol Tomé said the company deployed automation in 57 buildings in the fourth quarter, bringing its total to 127 automated buildings, with plans for 24 more in 2026.

“This year, we plan to further automate our network and as a result, we expect to increase the percentage of U.S. volume we process through automated facilities to 68% by the end of the year, up from 66.5% at the end of 2025,” she said.

Similarly, FedEx has said it sees automation as an opportunity to enhance its workers’ jobs, installing robotic arms to help process small packages at its Memphis hub and working with AI company Dexterity to leverage robots for loading boxes into containers. Its “Network 2.0” initiative is working to increase the efficiency of its package processes.

The company recently announced a partnership with Berkshire Grey to launch a fully autonomous robot to unload containers and optimize operations.

It estimates that the global warehouse automation market is expected to exceed $51 billion by 2030.

“We now have about 24% of our eligible average daily volume flowing through 355 Network 2.0-optimized facilities,” CEO Raj Subramaniam said on a call with analysts in December.

A human fleet

A worker unloads packages from a FedEx truck in San Francisco, California, US, on Wednesday, Dec. 17, 2025.

David Paul Morris | Bloomberg | Getty Images

With the rise of automation, companies are weighing the balance between their human workers and their technological innovations.

UPS has announced layoffs north of 75,000 over the past year as the company focuses on efficiency and cuts down its partnership with Amazon amid a multiyear turnaround plan.

The company also said it closed 93 buildings in 2025 and plans to shutter at least 24 buildings in the first half of 2026.

“What’s happening is you’re seeing a cascading effect of sites being closed that are legacy conventional facilities, a lot of labor required to run those facilities, to a much more nimble, quicker, automated, consolidated facility,” Executive Vice President Nando Cesarone said on the January call.

In a statement to CNBC, a UPS spokesperson said the company is focused on making jobs easier for its employees and that the AI and robotics take on repetitive tasks that “make us more efficient in other functions.”

FedEx did not respond to requests for comment on how the company is balancing its workforce and technology. Subramaniam said on the most recent earnings call that the Network 2.0 initiative has resulted in “structural cost reductions” but the company has not publicly disclosed job cut amounts.

Teamsters, the union representing workers from many of the major packaging companies, said it will remain focused on ensuring its team members have a voice at the table when it comes to technology.

“We never want to get in the way of technology and its development, but all of that, it must support workers, and it cannot work against them ever,” spokesperson Lena Melentijevic told CNBC. “It’s the workers who are the backbone of each one of these companies and who are essential to their success, and we are here to advocate for them and hold companies accountable.”

DHL’s Tetzlaff said the company wants its automation to complement human labor instead of replacing it altogether. Regardless of how much DHL’s technology improves, Tetzlaff said the dexterous tasks of packaging and shipping remain in the hands of the employees.

“In the time where we deployed 8,000 collaborative robotics into our operation worldwide, we still hired 40,000 people,” he said.

The biggest area where DHL has deployed its robotics is in item picking, with more than 2,500 robots using trained arms to select items for packages. This past holiday season, to keep up with the Black Friday and Christmas demand, the company added 30% capacity to its robotic fleet.

“There’s an advantage for us as a company, having a great human fleet of workers that is motivated and likes the job, but complementing this with a robotic fleet that we can scale up and down and have that flexible stability to deal with change, the peaks throughout the year, be it bigger changes like Covid, be it [customer] profile changes and so on,” he said.

The path forward for investment

DHL Autonomous Forklift at work.

Source: DHL

Still, it’s unlikely there will be a near future in which warehouses are full of humanoid robots, according to supply chain expert and Accenture logistics and fulfillment lead Benjamin Reich.

Humanoid robots have been gaining intense popularity as tech companies innovate human-like machines, with Nvidia CEO Jensen Huang saying he believes the innovation is fast moving. At the January CES trade show, Google announced a partnership with Boston Dynamics, the same company working with DHL, to augment the tech company’s new robot named Atlas.

But Reich said among his clients, he’s seeing that “humans are still in the lead.”

“We are also not seeing a replacement of jobs, but a shifting that you’re more looking for skill sets on the market to serve the gap between degree of automation, operational tasks as well as organizational,” Reich told CNBC.

The automation is angled toward specific jobs, he added, with robots taking over repetitive tasks and companies instead “redirecting” their hiring toward technical roles instead of eliminating job growth altogether.

Reich said the industry is seeing rising investments into automation, with the biggest gains coming not from replacing people, but through increasing the efficiency of the supply chain and warehouse execution processes.

There are also factors in the broader industry that are impacting the workforce, according to Ronny Horvath, the transportation and logistics lead at Accenture. There’s a shortage of skilled workers who have both the manual skills and the organizational skills needed for the sector, and there’s also competition among companies for warehouse personnel based on pay, benefits, lifestyle and more.

“So automation can also help, not replacing but augmenting that gap, that void, that has been left by just not getting the workers that you have today,” Horvath said. “And we see a lot of clients, they have an automation or robotic strategy … but they still have the plans to hire human workers as well.”

Horvath added that the industry is reaping the rewards of its new technology. He’s seen companies able to adjust to deliver on high demand, increase efficiency and work toward more automated processes to keep up with warehousing.

According to an Accenture study from March, 51% of factories globally expect to have fully automated warehouses by 2040, and 70% of transportation logistics executives treat autonomous supply chains as a top investment priority.

“There’s almost no autonomous structure existing at the moment,” Horvath said. “So most or some of these clients are starting from scratch, and this will take time until these investments are done and until they also reap the benefits out of it for all those areas.”



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