In a bold shift toward cleaner eating, PepsiCo has announced a major rebrand of its popular Lay’s and Tostitos snack lines, set to roll out later this year. The revamped products will no longer contain artificial colors or flavors, signaling the company’s commitment to transparency and “real food.”
This move aligns with growing consumer demand for clean-label products and the rising influence of the Make America Healthy Again (MAHA) movement, led by Robert F. Kennedy Jr., which advocates for whole foods and ingredient transparency.
CEO Ramon Laguarta emphasized that this rebrand isn’t just about marketing-it’s about rethinking food from the ground up. “The potato chip is a naturally simple snack,” he said, “and we want to let that simplicity shine.” PepsiCo also plans to expand the use of avocado and olive oils across its snack portfolio, responding to health concerns around traditional oils like soybean and canola.
The initiative builds on lessons from PepsiCo’s earlier “Simply” line, which offered dye-free alternatives but saw limited mainstream success. This time, by reworking core brands like Lay’s and Tostitos, the company is betting big on the future of clean snacking-without sacrificing scale or affordability.
PepsiCo is also tapping into the functional food trend, announcing plans to launch high-protein products under its PopCorners and Quaker brands. With consumers seeking more health-forward options, this rebrand marks a significant step in PepsiCo’s mission to redefine processed snacks for a new generation.
