FiiZ Drinks, the Utah-based soda chain known for its highly customizable “dirty soda” creations, has officially made its Canadian debut at Toronto’s Dufferin Mall—and it’s only the beginning. Founder Brands, which owns the exclusive Canadian rights to the brand, plans to open up to 100 FiiZ locations over the next 10 years through a franchise-based model.
“This is a category that’s already buzzing on social media in the U.S., especially with Gen Z and millennials,” said Adam Corrin, Co-Founder of Founder Brands, in an interview with Retail Insider. “We saw a white space in the Canadian market—nobody’s doing custom soda here like this—and we knew we had something special.”
A Strategic First Location
The first Canadian FiiZ opened as a compact 200-square-foot kiosk at Dufferin Mall in west Toronto. Corrin said the location was chosen for its proximity to high schools, walkable traffic, and strong Gen Z demographics.
“There are three high schools within a five-minute walk and two more within ten minutes,” he explained. “We get this huge rush of students at lunch hour and again after school. And the mall employees have also become a core customer group for us.”
The small footprint is by design. “From a real estate model, we can go as small as 200 square feet or scale up to 1,200 square feet with drive-thru capability,” Corrin added. “Very few food and beverage brands can operate at that level of efficiency.”
A Category Poised for Canadian Growth
The “dirty soda” phenomenon—mixing traditional soft drinks with flavoured syrups, fruit purées, and cream—originated in Utah and has since gained massive popularity through platforms like TikTok. Although the trend is still in its infancy in Canada, Corrin sees parallels with other beverage waves that preceded it.
“Every five to seven years, we see a new movement in beverages,” he said. “It was boutique coffee shops, then smoothie bars, then bubble tea. Right now, dirty soda is the moment—and there’s no major competition for it in Canada yet.”
FiiZ already operates more than 70 locations in the U.S. and has developed a strong digital following that Corrin believes will translate well north of the border. “People are discovering the brand online through influencers or U.S. shows like Real Housewives of Salt Lake City, and now they can finally try it here.”
Franchise Model Tailored for Scalability
Founder Brands is looking to build the FiiZ footprint primarily through franchising. “We believe in the power of local ownership,” Corrin said. “Canadians want to support entrepreneurs in their own communities.”
With a labour-light operational model (requiring just two to three staff per location) and no need for hoods, grills, or fryers, FiiZ is appealing to landlords and franchisees alike. “It’s incredibly scalable,” Corrin explained. “And our franchisees can feel confident in bringing something unique to their neighbourhood.”
Corrin noted that while additional corporate-owned stores are likely, the national rollout will be “largely franchisee-led.”
Fast, Fun and Instagrammable
One of FiiZ’s key selling points is speed: the average time between placing an order and receiving a drink is under one minute. “That’s almost unheard of in the food and beverage space,” said Corrin. “It makes us ideal for mall kiosks, events, and even high-traffic transit locations.”
FiiZ also plays strongly into the social media culture that drives Gen Z trends. “These drinks are fun, colourful, and unique. Customers are constantly taking selfies or posting their drinks,” he said. “It’s organically Instagrammable, which is powerful marketing.”
Some of the most popular drinks include the “Sharks in the Water” (which features gummy sharks), “Over the Rainbow” (topped with rainbow ribbon candy), and “Frozen Hot Chocolate.” Corrin hinted that a hot drink lineup is also in development.
A Taste of Canada
While FiiZ’s base menu is consistent across markets—offering sodas like Coke, Dr Pepper, Mountain Dew, and Sprite with flavour add-ins—there is room for Canadian creativity.
“We’re using an 80/20 model,” Corrin said. “Eighty percent of the menu will be standardized across North America, but 20 percent will be locally tailored.”
That could mean a Toronto Raptors-inspired drink, flavours named after Canadian icons like Celine Dion, or even something “a little cheeky” like a maple-bacon soda. “We want to have fun with it,” Corrin added. “This is a joyful brand.”
Beverage Technology and Customization
Despite its novelty, the technology behind FiiZ’s drinks is straightforward. “We’re not locked into exclusive partnerships with Coke or Pepsi,” Corrin explained. “That gives us the flexibility to offer a variety of base sodas.”
Each drink is handcrafted by a “mixologist,” layering the soda base with flavours, creams, purées, and garnishes.
“There’s real complexity to the drinks,” said Corrin. “It’s not just a lime wedge in your Coke.”
Customization is a cornerstone of the FiiZ model. While most early customers order from the chef-designed menu boards, Corrin expects more creative combinations to emerge as Canadian customers get more familiar with the offerings.
Opportunities in Non-Traditional Venues
Corrin also sees potential for FiiZ to expand beyond traditional retail spaces.
“University campuses, airports, and sports arenas are all on our radar,” he noted. “We already have relationships with non-traditional operators like Aramark and Sodexo.”
According to Corrin, some universities have surveyed students about what food and beverage brands they’d like to see on campus—and dirty soda was one of the most requested categories. “That’s an amazing signal,” he said. “It shows the demand is already here, even if the product isn’t yet.”
Landlord Appeal and Flexibility
FiiZ is turning heads among commercial landlords as well. Corrin said property owners appreciate the minimal build-out requirements and the flexibility of the concept.
“There’s no need for venting, hoods, or grills, which makes it easier and faster to install,” he said. “Landlords are excited because we can activate smaller spaces and drive incremental traffic.”
Founder Brands’ Broader Vision
FiiZ joins a growing portfolio at Founder Brands, which also operates the Canadian rights for PayMore (a tech resale franchise), Gem Gallery (a jewellery concept), and Graze (a premium charcuterie box brand).
“We’re focused on building unique, under-served concepts in Canada,” said Corrin. “And we’re always on the lookout for the next great opportunity. If you have ideas, we’re listening.”
For now, the focus is on scaling FiiZ’s presence and supporting early franchisees. “We’re excited to bring this fresh new experience to more Canadians,” Corrin concluded. “And we’re just getting started.”
