The dirty soda trend, once a niche offering, is now spreading rapidly across mainstream food and beverage players in the United States. According to food research firm Datassential, 2.7% of U.S. eateries now serve carbonated soft drinks mixed with cream or milk, nearly double the 1.5% recorded a decade ago. The growing popularity highlights how consumers are embracing unconventional flavor combinations that blend sweetness with a creamy texture.

Restaurant chains have begun experimenting with dirty soda as part of efforts to attract younger, adventurous customers. TGI Fridays rolled out its own version of the drink this summer as a limited-time menu item, with the option to spike it with alcohol for an added twist. The move reflects the growing willingness of casual dining brands to test non-traditional offerings that can generate buzz and increase foot traffic.

Fast-food giant McDonald’s has also entered the flavored soda market with new test products, including a “Sprite Lunar Splash,” available at more than 500 outlets. The initiative comes after the company phased out its drinks-focused spinoff CosMc’s in June, signaling a shift toward integrating creative beverages directly into its core menu. Analysts say such innovations could help boost sales in a competitive fast-food landscape where beverage margins are strong.

Meanwhile, Taco Bell, owned by Yum Brands, has been leaning into the craze with limited-time releases of drinks such as dirty Mountain Dew Baja Blast. By combining cult-favorite sodas with the dirty soda twist, the chain is betting on nostalgia-driven marketing paired with a sense of novelty. Early reception suggests the approach is resonating with Taco Bell’s core base of younger consumers who embrace bold, unconventional menu choices.

Industry watchers say the momentum around dirty soda reflects a broader trend in the beverage sector toward customization and playful experimentation. From PepsiCo’s long-standing dominance in the soda market to new entrants offering niche twists, the category is evolving quickly. As more chains test and refine their offerings, dirty soda could move from novelty status to a staple in the U.S. fast-food and casual dining scene.

Source: CNBC.