Pepsi Gets Dirty

TV's dirtiest secret comes to New York.

Editors of Late Checkout

September 19, 2024

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While Taylor Frankie Paul and her MomTok band of Utah housewives are dominating our conversations this week, one thing has become abundantly clear.

The dirtiest little secret these “Secret Lives of Mormon Wives” are keeping has nothing to do with soft swinging or Fruity Pebbles. It's the fact that most of them are drinking “dirty sodas” – roughly 44oz of them a day.

What’s a dirty soda you might ask? According to Explore Utah Valley, “These beverages are a delightful fusion of classic sodas like root beer or cola, enhanced with rich cream, zesty fruits, and a symphony of flavored syrups." Historically, members of the LDS church have avoided "hot drinks" such as coffee and tea. With this unique dirty diet, soda mixes appeal to the general crowd as a refreshing beverage with a jolt of caffeine.

While the rise of dirty soda shops is largely influenced by LDS culture, according to the New York Times, new soda shops like Swig, Sodalicious and Fiiz are also increasingly opening in other parts of the country, including South Carolina, Florida, Texas and Oklahoma. Coffee Mate, a primary ingredient in the creamy sodas, even went so far as to introduce a limited-edition Coffee Mate Dirty Soda Coconut Lime – a further sign of how popular coffee creamer has become, with a predicted global market of $9.9 billion by 2033.

To capitalize on the trend, Pepsi is bringing “dirty sodas” to NYC with the DRIPS by Pepsi™ pop-up truck, featuring flavors like PEPSI® Forever S’mores with PEPSI®, coconut and lime finished with s’mores over whipped cream and the DEW® Chill Dill with MTN DEW®, cucumber and basil garnished with a dill pickle spear. The DRIPS by Pepsi truck will be at Domino Park on the Williamsburg waterfront through September 29, on Saturdays and Sundays only from 1pm-7pm.