FOOD DIVE - PepsiCo is ready to continue riding the dirty soda wave after becoming one of the first mainstream soda giants to offer a ready-to-drink option.

Dirty soda, which usually combines soda with a personalized mix of creamers and fruit puree, was made popular on TikTok and the rise Utah-based chain Swig. In recent years, the indulgent drinks have landed on restaurant menus and soda companies including PepsiCo and Coca-Cola have leaned into the trend for foodservice operators.

However, the trend has been less prevalent in the grocery store, something PepsiCo hopes to change. The beverage giant is accelerating innovation with one PepsiCo executive saying the market has not yet reached “peak dirty soda.”

Earlier this year, PepsiCo launched Dirty Mountain Dew, a dirty-soda inspired offering with a cream soda flavor. It then followed up with the launch of Mug Vanilla Howler, which tapped into vanilla ice cream flavors.

“We were seeing dirty soda just pop up consistently in the marketplace,” said Michael Smith, vice president of marketing for PepsiCo’s flavored sparkling portfolio. “Once we felt like the trend was real and there was an opportunity to service it within our portfolio, then it just comes down to what is the right way to deliver that and how does that feel unique and relevant to each of the brands.”

Because consumers already have an expectation of what a dirty soda tastes like from restaurants and chains like Swig, creating a ready-to-drink offering poses more challenges than a traditional new flavor launch. The proliferation of DIY dirty soda recipes online have also set the stage for consumers having a level of personal customization within the category, which ready-to-drink options inherently lack.

Because of these expectations, PepsiCo needed to be disciplined in meeting the moment before bringing a product to market, according to Smith.

Consumers expect a creamy finish to a dirty soda and certain mouthfeel, while still maintaining the taste of the base soda. PepsiCo focused on delivering that as well as meeting the moment of “little treat” culture, or consumers seeking small indulgences throughout their day.

While this poses a formulation challenge, it also presents the opportunity for a big payoff. Smith said the consumer reaction to the dirty soda offerings were higher than for a traditional flavor launch.