A soda used to come in a cup. Now it comes with cream, foam, probiotics, and a cult following.
You picked a brand, picked a flavor, maybe added ice, and that was about it.
Today, soda is getting customized, foamed, functional, and moving beyond refreshment into something more experiential.
Dirty soda sits right in the middle of that shift.
What started as a social media trend has quickly become part of a much bigger conversation around beverage innovation. Dunkin’, Mountain Dew, and Slice are all leaning into dirty soda, but in different ways. Dunkin’ is turning it into a menu item, Mountain Dew concepts are playing with the flavor profile, and Slice is combining the trend with functional, better-for-you ingredients. Even McDonald’s is expanding further into specialty drinks after experimenting with new beverage concepts through CosMc’s.
So, is dirty soda just another viral drink trend? Or is it a sign that consumers are starting to expect more from soda brands in general.
To find out, we asked 500 consumers across the U.S. what they really think about dirty soda, specialty drinks, and some of the latest beverage ideas inspired by the trend.
The results reveal a category that’s stuck between being curious and doubtful, treating yourself and being healthy, as well as social buzz and actual buying interest.
Dirty Soda is the drink trend consumers can’t ignore
Before getting into specific product launches, we wanted to understand where dirty soda sits in consumers’ minds.
When asked which drink trends feel the most “2026” right now, dirty soda ranked near the top:
- Better-for-you soda: 36%
- Dirty soda: 35%
- Protein coffee: 28%
- Functional energy drinks: 24%
- Matcha: 22%
- Bubble tea: 20%
- Mocktails: 19%
Consumers are grouping it alongside some of the biggest shifts happening in beverages: better-for-you soda, functional drinks, protein coffee, and other drinks that promise more than just refreshment.
It’s an indication that soda is entering a new phase. One where consumers are not just looking for flavor, but also customization, novelty, social currency, and in some cases, a reason to feel slightly better about what they’re drinking.
But most consumers still haven’t actually tried one
For something that’s popular online, dirty soda is still relatively new to most consumers.
When we asked consumers how familiar they were with dirty soda:
- Only 20% had tried one before
- 39% had heard of them but never tried one
- 14% had only seen them online
- 26% had never heard of them before
That creates an interesting opening for brands.
Dirty soda is currently trending and resonates within popular culture, but it’s still early in its journey, with many still discovering it. The trend has awareness, but not full understanding. It has curiosity, but not guaranteed conversion.
So why did dirty soda blow up?
When we asked consumers why they think dirty soda became so popular online, the answers were pretty clear.
Social media did what social media does
Around 40% of responses pointed directly to TikTok, influencers, YouTube, or viral content.
Consumers know how today’s food and drink trends go viral. They see creators try something new and then watch others change it up. They see it pop up again and again. Eventually, curiosity takes over.
That matters for beverage brands because product discovery is no longer just happening in stores, restaurants, or ads. It is happening in feeds, in comments, and through people watching other people try things first.
Customization makes it fun
The second big driver was customization. Around 25% said dirty soda’s appeal comes from the ability to personalize drinks and create unique combinations.
As one consumer explained:
“Trends like dirty soda offer endless customization.”
That is a big part of the appeal. It gives people room to play with flavors, build their own version, and feel like they are not just buying a soda, but creating something.
It taps into the same behavior that helped fuel secret menus, coffee hacks, bubble tea combinations, and Starbucks orders with enough customizations to confuse the barista.
It feels familiar, but still new
Some consumers also pointed to the balance between nostalgia and novelty.
Dirty soda is not completely unfamiliar. Some respondents described it as a throwback to classic soda fountains, while others focused on how the trend takes products people already know and gives them a new twist.
That combination is powerful: familiar enough to feel safe, different enough to feel worth talking about.
Curiosity is doing a lot of the work
Around 20% of responses centered on curiosity and trend-following. People want to know what the hype is about. They want to try what others are trying. They want to be part of the conversation, even if only once. People are paying attention to it.
What happens when brands start turning it into actual products?
To find out, we tested reactions to several dirty soda-inspired launches and concepts, from Dunkin’s take on the trend to a Mountain Dew concept, McDonald’s specialty drink expansion, and a better-for-you version from Slice.
First up: Dunkin’s dirty soda
The first specific product we tested was Dunkin’s Dirty Soda: Pepsi mixed with coffee milk and topped with sweet cream cold foam.
And this is where things got divisive.
Overall:
- 55% found the idea appealing
- 45% found it unappealing
The drink did not land in the safe middle. It pulled people in two directions. For some, it sounded fun, nostalgic, and different. For others, it sounded like too much happening in one cup.
What drew consumers to Dunkin’s Dirty Soda?
As we mentioned earlier, curiosity is doing a lot of the work when it comes to dirty soda. Dunkin’s version benefited from that too. Nearly 4 in 10 consumers said curiosity about the flavor would encourage them to try it.
Other motivations included:
- Deals or promotions: 27%
- Interest in coffee-flavored drinks: 23%
- Interest in sweet drinks: 19%
The open-ended responses showed the same thing. Consumers were not always sure the drink would taste good, but many were intrigued enough to consider it.
One respondent said:
“It sounds unique and interesting because mixing Pepsi with coffee flavors is unexpected.”
Another said:
“I’m intrigued by it. It kind of sounds like a Pepsi float with a twist.”
Consumers weren’t necessarily sold on the drink itself, but they were sold on the idea of finding out what it tastes like.
What held people back?
While many found the idea interesting, others simply couldn’t get past the flavor combination. Around 30% of responses described Dunkin’s Dirty Soda as sounding gross, overly sweet, or excessive. For some consumers, the issues boiled down to:
- Pepsi mixed with dairy
- Coffee and carbonation together
- Too much sweetness
- Too many ingredients
- Worries about sugar content
One Pulser summed it up bluntly:
“Sounds like a sugary nightmare.”
Another said:
“Coffee and carbonation just don’t sound like they belong together.”
So while dirty soda has cultural pull, the execution still matters. Consumers may find the broader idea interesting, but that does not mean every combination gets a thumbs up.
Dirty Dew shows how much naming matters
Next, we asked consumers what they thought of Dirty Dew: a Mountain Dew cream soda that combines citrus refreshment with a creamy twist.
Consumers were divided again, though the reaction was slightly more cautious.
- 45% said they would likely try it
- 42% said they would be unlikely to try it
That leaves the concept sitting in a similar tension: enough curiosity to be interesting, but enough questions to give consumers pause.
The creamy twist was the main draw
When asked what stood out most about the concept:
- 35% chose the creamy cream soda flavor
- 23% chose the dirty soda trend connection
- 15% chose the Mountain Dew brand
The Mountain Dew name mattered, but it was not the main hook. The flavor idea was stronger than the brand association. For consumers, the interesting part was not just “Mountain Dew did something.” It was the creamy citrus twist itself.
But the word “Dirty” created friction
Then there was the name…
Several consumers reacted negatively to the word “dirty,” saying it made the product feel confusing, unappealing, or even alcoholic.
Comments included:
“The marketing is confusing because the word ‘dirty’ makes me think it’s alcoholic.”
“Nice sounding flavor but ‘dirty’ is a turn off.”
Consumers do not separate the product from the positioning. The name, the flavor description, and the cultural reference all shape how the drink feels before anyone takes a sip. In this case, “dirty” adds friction for some consumers.
Slice points to where dirty soda could go next
Perhaps the most interesting concept we tested was Slice’s ready-to-drink dirty soda. Unlike Dunkin’s Dirty Soda or Dirty Dew, Slice takes the trend and pulls it toward better-for-you and functional beverage territory.
The concept includes:
- Lower sugar
- Lower calories
- Probiotics
- Prebiotics
- Coconut-derived MCT oil
That takes dirty soda in a different direction. Instead of being positioned as a sugary treat or social media experiment, Slice gives the trend a more wellness-focused spin.
Interestingly, that’s a shift we’re seeing across food and drink more broadly. In The Marketing Pulse: What Do Consumers Think of Functional Foods in 2026?, consumers told us they’re increasingly open to added benefits, but only when they feel credible and don’t come at the expense of enjoyment.
Consumers were more open than you might expect
When asked for their first reaction:
- 25% said “Interesting idea, I’d try it”
- 19% said “This actually sounds really good”
- 19% said they were curious but skeptical
- 20% rejected the idea outright
It still had skeptics, but it also generated genuine interest. And compared with some of the more indulgent dirty soda ideas, Slice seemed to soften some of the resistance by giving consumers a healthier reason to consider it.
Better-for-you cues added appeal
Consumers were most attracted by:
- Orange and strawberry flavors: 21%
- Lower sugar and calories: 21%
- Probiotics and prebiotics: 19%
Those results show that flavor and health cues are working together here. Fruit flavors make the drink sound approachable, while the lower sugar and functional benefits make it easier to justify.
When asked about using coconut-derived MCT oil instead of traditional creamer:
- 34% said they were curious how it would taste
- 21% said it made the drink sound healthier
Consumers weren’t just wondering how the MCT oil would taste. Many also felt it gave the drink a healthier image, helping shift it away from pure indulgence.
Dirty soda starts to look like functional soda
One of the clearest signals came when we asked what Slice’s dirty soda felt like compared with regular soda.
Consumers said:
- A mix of soda and wellness drink: 23%
- A healthier soda option: 21%
- A fun treat drink: 19%
The category appears to be evolving beyond its original appeal.
Dirty soda may have started as novelty or something to show off on social media, but consumers are open to seeing it in a more functional, better-for-you context. It is no longer just “soda with cream.” It can also deliver benefits, fit lifestyles, and offer consumers more choice.
McDonald’s specialty drinks strike a broader appeal
Dirty soda is only one part of the bigger specialty drinks story.
McDonald’s expanded its U.S. drinks menu with refreshers, crafted sodas, and energy drinks after testing the category through CosMc’s. Compared with the more polarizing dirty soda concepts, this idea landed more comfortably with consumers.
When asked how appealing McDonald’s expansion into specialty drinks sounded:
- 36% said very appealing
- 33% said somewhat appealing
That means nearly 7 in 10 consumers reacted positively overall.
This suggests that while consumers may hesitate around certain flavor combinations, they are broadly open to more drink options from quick-service restaurants.
Crafted sodas beat energy drinks
When asked which new McDonald’s drink they would most likely try:
- Crafted soda: 32%
- Refresher: 30%
- Energy drink: 17%
The top two choices were both flavor-led and refreshment-led. Energy drinks trailed behind.
That does not mean energy drinks are losing relevance. But in this context, consumers seemed more drawn to drinks that feel flavorful, fun, and easy to enjoy than drinks positioned mainly around caffeine or function.
Flavor still wins
We also asked what would most influence whether consumers bought one of these drinks.
Flavor ranked first, ahead of:
- Lower sugar or a healthier feel
- Food pairing
- Energy boost
- Price
That is a helpful reality check.
Yes, consumers are paying more attention to sugar, wellness, and functionality. But when it comes to drinks, taste still comes first.
A beverage can be functional, trendy, or better-for-you. But if the flavor does not sound good, many consumers will not get past the idea stage.
The bigger story isn’t just dirty soda
The bigger story is what dirty soda says about where the category may be heading.
Across all five Pulses, consumers showed interest in drinks that feel new, customizable, flavor-forward, shareable, a little unexpected, and increasingly, better aligned with modern wellness expectations.
But they still want the product to make sense. Consumers are open to experimentation, but not every experiment lands. They like novelty, but flavor still has to feel believable. They’re interested in better-for-you drinks, but taste can’t feel like an afterthought.
The strongest ideas found that middle ground. Slice gave dirty soda a better-for-you reason to try. McDonald’s specialty drinks felt approachable. Dunkin’ sparked curiosity but raised concerns around sweetness and flavor overload. Dirty Dew showed how quickly naming can influence perception.
And that’s what makes dirty soda so interesting. Consumers aren’t just embracing the trend. They’re already reshaping it.
What began as soda, cream, and customization is increasingly being viewed through the lens of wellness, functionality, and better-for-you ingredients.
Find out what consumers think about your next beverage idea.
All of the insights in this report came from real consumers on OnePulse.
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