Lay’s, the iconic potato chip brand from PepsiCo, has unveiled its biggest global redesign in nearly a century, reinforcing its commitment to authenticity, transparency, and real ingredients.
The refreshed identity highlights Lay’s ‘farm to bag’ story, celebrating its roots in family-owned farms and reminding consumers that every chip begins with real potatoes. A recent survey revealed that 42% of consumers were unaware that Lay’s chips come from real potatoes – a perception the brand now aims to change through revamped packaging, storytelling, and ingredient upgrades.
As part of the overhaul, all artificial flavors and colors will be removed from the core U.S. portfolio by the end of 2025, with white dips following in 2026. Lay’s Baked variants will use olive oil, while the Kettle Cooked Reduced Fat Original Sea Salt chips will switch to avocado oil, aligning with modern consumer preferences for cleaner, healthier options.
The redesign, led by PepsiCo’s Design & Innovation team, introduces a warmer sun logo, ‘Lay’s Rays’ inspired by sunlight, and a color palette drawn from natural ingredients. The refreshed look balances Lay’s heritage with the expectations of today’s consumers, who value transparency and authenticity.
Alexis Porter, VP of Marketing, Global Lay’s, said:
“The new visual identity celebrates the humble, farm-grown potato – where every Lay’s potato chip starts.”
Denise Truelove, SVP of Marketing, PepsiCo Foods US, added:
“We’re offering more choice, more transparency, and more joy with every bite.”
Lay’s partners with over 100 family-owned farms across North America, with some potatoes moving from harvest to bag in just 48 hours. The redesign underscores Lay’s promise: the same iconic taste, now with cleaner ingredients and a closer connection to its roots.
