PepsiCo Files 'Dirty Dew' Trademark as It Recasts Sustainability Goals
Sep/09/2025
On September 3, PepsiCo applied to trademark 'Dirty Dew' in the United States for soft drinks and concentrates, even as it reshapes its environmental commitments. The company’s 2024 ESG report highlights a 5% cut in virgin plastic use—well above its annual 2% target—while acknowledging it has scaled back earlier, more ambitious pledges. Packaging remains the centerpiece of PepsiCo’s sustainability strategy, now built on “reduce, recycle, reinvent,” with innovations ranging from lighter labels to pilot reusable cup programs. Progress is uneven: recycled content in plastics rose to 15% in 2024, but reuse targets were dropped, and emissions cuts lag long-term goals. The juxtaposition of a bold new beverage brand and recalibrated ecological ambitions underscores PepsiCo’s dual imperative: drive growth while convincing regulators and consumers it can still deliver on sustainability.
