Lay’s unveils new look and commits to removing artificial ingredients

Lay’s has introduced a new global identity that highlights its farm to bag roots and commitment to real ingredients, marking its biggest redesign in nearly a century.

A fresh look for a timeless favorite

Lay’s, one of PepsiCo’s most loved snack brands, has revealed a global redesign that celebrates authenticity, transparency, and the simple joy of real ingredients. As the brand nears 100 years of its iconic crunch, this transformation brings a cleaner, more natural identity to Lay’s packaging and product portfolio worldwide.

The redesign represents more than a visual shift; it is a statement of purpose. Lay’s aims to remind consumers that every bag of chips begins with real potatoes grown on trusted family farms. Despite this heritage, recent research showed that nearly half of consumers did not realize Lay’s chips are made from real potatoes, a misconception the brand is now determined to change.

Real ingredients and a cleaner promise

At the heart of the redesign is a bold commitment to remove all artificial flavors and colors from Lay’s core range in the United States by the end of 2025. By 2026, even the brand’s white dips will transition to a fully natural ingredient base.

In addition, Lay’s is updating its sub lines to reflect modern consumer preferences. Lay’s Baked will soon be made with olive oil, while its Kettle Cooked Reduced Fat Original Sea Salt chips will use avocado oil. These shifts are part of Lay’s larger effort to deliver on both flavor and wellness without compromising the brand’s signature crunch.

Design inspired by nature

The new look, developed by PepsiCo’s Design and Innovation team, draws inspiration from the farm fields where each Lay’s chip begins. The packaging now features a warmer sun logo, accompanied by “Lay’s Rays” that symbolize sunlight nurturing the potatoes. The color palette has also been reimagined, using tones derived from natural ingredients to give each bag a more grounded and authentic appearance.

According to Alexis Porter, Vice President of Marketing for Global Lay’s, “The new visual identity celebrates the humble, farm grown potato where every Lay’s chip starts. We wanted to honor the brand’s legacy while making it relevant to today’s generation of conscious consumers.”

Denise Truelove, Senior Vice President of Marketing at PepsiCo Foods US, added, “We are offering more choice, more transparency, and more joy with every bite. This redesign is our way of showing that real ingredients and real flavor can go hand in hand.”

From family farms to millions of homes

Lay’s long standing relationship with over 100 family owned farms in North America remains at the center of this story. Some of the brand’s potatoes make their journey from harvest to bag in just 48 hours, underscoring the brand’s efficiency and freshness promise.

Through this redesign, Lay’s reinforces its deep connection to its roots both literally and figuratively. It continues to be the snack that brings people together while evolving to meet modern expectations of authenticity and sustainability.

A step toward the future of snacking

Lay’s transformation reflects a broader shift in how consumers view packaged food. As transparency and trust become key purchase drivers, brands that stay honest about their ingredients are gaining stronger emotional connections with customers. Lay’s new look and ingredient overhaul are designed to keep the brand relevant and beloved for generations to come.

The familiar taste, the golden crunch, and the joy of sharing remain unchanged. But now, every bag carries a little more sunshine, a little more care, and a whole lot of authenticity.

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