When Hulu’s The Secret Lives of Mormon Wives first premiered in September 2024, few could have predicted the ripple effects it would send through American pop culture—or the beverage industry. The show, which focuses on a tight-knit group of Salt Lake City’s Mormon moms navigating faith, friendship, and the pitfalls of social media stardom, has not only catapulted its stars to new heights but also shone a national spotlight on an unlikely trend: dirty soda.
Dirty soda, for the uninitiated, is not just your run-of-the-mill soft drink. According to Yahoo, it’s a concoction that begins with a standard soda base—think Diet Coke, Dr Pepper, or Sprite—then gets a decadent upgrade with flavored syrups, fruit juices, and a splash of cream. The result? A sweet, creamy, and effervescent treat that’s become the beverage of choice for those who, for religious or personal reasons, avoid alcohol and coffee. For the Mormon community, where both are strictly off-limits, dirty soda offers a playful indulgence—one that’s as much about social ritual as it is about taste.
The reality series, which has become a phenomenon in its own right, is credited with bringing dirty soda into the mainstream conversation. As the show’s cast gossiped, danced, and navigated the highs and lows of modern Mormon life, their ever-present 40-ounce mugs became a symbol—both of their faith and their flair for fun. “It’s kind of weird, but the appeal is there—it’s kind of creamy and sweet and bubbly,” Becca Mills, a Minneapolis-based food blogger, told Yahoo after sharing her own homemade recipes inspired by the show. Mills, like many, noticed a surge in interest in dirty soda after the series aired, with fans eager to replicate the drinks at home.
But the dirty soda craze didn’t begin with reality TV. Its roots trace back to Utah, where entrepreneur Nicole Tanner opened the first Swig shop in St. George in 2010. Swig, which trademarked the term “dirty soda,” quickly became a local sensation, offering not just the signature beverages but also snacks and desserts. Over the past 15 years, Swig has expanded to 151 stores across 15 states. The chain’s rapid growth is a testament to the drink’s broadening appeal—Swig’s systemwide sales soared nearly 50% to $84 million in 2024 alone, with dirty soda’s presence on restaurant menus jumping 42% during the same period, according to Yahoo.
National chains have taken notice. In 2024 and 2025, Applebee’s rolled out dirty fountain sodas, and Sonic announced unlimited free customizations to their Coke beverages, even enlisting celebrities like Benny Blanco, Jessie Murph, and MGK to share their own “signature Coke combinations.” (Blanco, ever the iconoclast, reportedly adds pickles to his Cherry Coke.) Dirty soda has also found a home at independent shops nationwide. In Cleveland, Kati Pederson opened Rockin’ Refreshments—the city’s first dirty soda shop—in 2023. Pederson has since become a central figure in the dirty soda TikTok community, mentoring over 100 aspiring business owners and helping them launch their own shops.
“The coolest thing about it is it’s something so simple, and it’s something inexpensive that can be made,” Pederson explained to Yahoo. She points out that, unlike perishable food items, the syrups used in dirty sodas have a long shelf life, reducing risk and overhead for vendors. “Every farmer’s market that you go to nowadays, or any big event, most likely has a dirty soda vendor,” she added. “It’s kind of changed the industry in the way that even coffee trailers are offering these dirty sodas or a variation of a refresher that really has dirty-soda roots. So it’s kind of infiltrated into every business in the United States.”
Dirty soda’s popularity is not limited to the Mormon community. It’s become a hit among kids, teens, and those in the burgeoning “sober-curious” movement, who are seeking festive, nonalcoholic alternatives to traditional cocktails. Mills observed, “I do see a rise in mocktails, or people just choosing to not drink alcohol for whatever reason. So I think with that becoming more mainstream as well, dirty sodas are just another fun option for people to have besides a mocktail. It’s an easy drink that still feels a little special.”
Of course, for those who do enjoy a tipple, the dirty soda trend has inspired plenty of boozy variations—recipes for “extra dirty” sodas with vodka or rum abound online. But, as Yahoo notes, these twists stray from the original intent: a nonalcoholic treat that brings people together, regardless of age or lifestyle.
Meanwhile, the cast of The Secret Lives of Mormon Wives is riding the wave of their newfound popularity. Whitney Leavitt, one of the show’s breakout stars, is making moves well beyond the world of reality TV. According to Deadline, Leavitt is currently in production on her feature debut, All for Love, a holiday romantic comedy in which she stars opposite Jesse Kove of Cobra Kai fame. Leavitt also serves as executive producer, a significant milestone as she continues to build her profile in entertainment. The film, directed by Jake Helgren and written by Ansley Gordon, is set for release in the 2026 holiday season, with multiple platforms reportedly in talks for distribution.
Leavitt’s rise has been meteoric. She first gained attention as part of the “MomTok” phenomenon on TikTok, where she shared glimpses of her life as a young Mormon mother. Her social media presence paved the way for her casting on The Secret Lives of Mormon Wives, a show that explores the friendships, conflicts, and cultural tensions among Utah-based Mormon influencers. The series, now in its third season, remains a ratings juggernaut—according to Nielsen, the latest season racked up 651 million minutes viewed in its first four days on Hulu. Hulu has already renewed the show for a fourth season, underscoring its enduring appeal.
Leavitt’s ambitions don’t end with film and reality TV. She recently competed on Dancing with the Stars, partnered with Mark Ballas, and is set to make her Broadway debut as Roxie Hart in Chicago beginning February 2, 2026. Represented by Gersh and Weinstein Senior, LLP, Leavitt’s multifaceted career reflects a new era for reality stars—one where social media savvy and entrepreneurial spirit can open doors across industries.
Of course, Leavitt isn’t the only one crossing into new territory. Taylor Frankie Paul, another star of the series, is set to appear as the next Bachelorette, in a move that further blurs the lines between reality TV franchises and expands the reach of the MomTok universe.
As 2025 draws to a close, it’s clear that the world of Mormon influencers—and the dirty soda they helped popularize—has become a lasting fixture in American culture. Whether sipped at a bustling Swig, mixed up at home, or enjoyed while binge-watching the latest episode of The Secret Lives of Mormon Wives, dirty soda is no longer just a niche indulgence. It’s a symbol of how faith, fun, and a little bit of sugar can bring people together in unexpected ways.
