Lay’s Launches Major Brand Redesign and Ingredient Revamp

Potato chip brand Lay’s has initiated its most significant redesign in almost a century, unveiling a fresh visual identity that emphasizes the origins of its products. According to Alexis Porter, Vice President of Marketing for Global Lay’s at PepsiCo, the redesign celebrates the farm-grown potato, which is the foundation of every Lay’s chip. The new elements are designed to highlight the journey of potatoes from the farm to the consumer’s table.

The redesign features a new sun logo, which, while still retaining the familiar yellow hue, is warmer and more distinct than its predecessors. Notably, sun rays radiate from the logo, symbolizing the light essential for potato growth. The updated branding also incorporates a revised color palette and images of key ingredients for each flavor, which PepsiCo describes as a “love letter” to the brand’s origins.

In addition to the branding overhaul, Lay’s is committing to a significant ingredient update across its core product lines in the United States. By the end of 2025, all core Lay’s products will be free from artificial flavors and colors sourced from artificial ingredients. This initiative extends to Lay’s white dips, which will also undergo changes by early 2026.

The ingredient revamp includes a reformulation of Lay’s Baked and Lay’s Kettle Cooked chips. Lay’s Baked will now use olive oil and will contain 50 percent less fat than traditional potato chips. Similarly, a new variant of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be produced with avocado oil, resulting in 40 percent less fat compared to standard products.

These changes reflect Lay’s commitment to enhancing transparency and providing consumers with healthier options. The company emphasizes that these shifts in ingredients are being directly shaped by consumer feedback, aiming to offer greater choice and improved quality in its product lineup.

As Lay’s embarks on this journey of transformation, the brand not only seeks to modernize its image but also to align its products with evolving consumer preferences for natural ingredients. This strategic move underscores the importance of authenticity in food production and marketing, fostering a deeper connection between the brand and its customers.