(LOOTPRESS) – Lay’s, the world’s leading potato chip brand, is entering a bold new era — unveiling its largest rebrand in nearly a century while refreshing its recipes to spotlight what has always been at the heart of the brand: real potatoes, real people, and real joy.
The new look and formula updates, announced Thursday by parent company PepsiCo, mark a milestone for the iconic snack maker as it celebrates its heritage and sets the stage for the next 100 years of Lay’s.
A Fresh Look, Rooted in the Farm
Every bag of Lay’s begins in the soil. The brand works with over 100 family-owned farms across North America and sources potatoes from more than 60 countries worldwide. During harvest season, it can take as little as 48 hours for a potato to go from farm to bag.
Yet, according to Lay’s, 42% of fans don’t realize the chips are made from real, farm-grown potatoes. The new brand identity aims to change that.
“The new visual identity celebrates the humble, farm-grown potato — where every Lay’s chip starts — and heroes the ingredients that deliver the unmatched flavor consumers have always loved,” said Alexis Porter, PepsiCo’s Vice President of Marketing for Global Lay’s.
The redesign — created by PepsiCo’s Design & Innovation team — features a warmer sun in the logo, with radiant “Lay’s Rays” symbolizing the sunlight that helps potatoes grow. The refreshed color palette draws inspiration from natural ingredients, using tones like pickle green, hickory brown, and savory red. Vivid photography highlights the golden crispness and texture of each chip, while the iconic red Lay’s ribbon remains as a symbol of quality and heritage.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” said Carl Gerhards, PepsiCo’s Senior Director of Design for Global Lay’s. “It celebrates where we’ve been and where we’re going, uniting our flavors across the world under one vibrant, authentic look.”
Cleaner Ingredients and New Choices
Beyond the visuals, Lay’s is also revamping its recipes to align with shifting consumer preferences. By the end of 2025, all core Lay’s products in the U.S. will be made without artificial flavors or colors, with its white dips to follow in early 2026.
“At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag,” said Denise Truelove, Senior Vice President of Marketing for PepsiCo Foods U.S. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite.”
Lay’s is also introducing updated versions of fan favorites:
- Lay’s Baked chips will now be made with olive oil and contain 50% less fat than regular potato chips.
- Lay’s Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil and feature 40% less fat.
More innovations are expected across PepsiCo’s food portfolio in 2026.
A Global Icon Reimagined
Lay’s rebrand builds on the storytelling approach the company introduced during its “Little Farmer” Super Bowl ad, which highlighted the real farms and families behind the chips. The new packaging and campaigns will continue to bring that farm-to-bag journey to life, connecting consumers with the authenticity behind each bite.
From kitchens to picnics to game-day gatherings, Lay’s says its mission remains unchanged — to bring people together through simple, joyful moments.
“With this global redesign and recipe evolution, we’re honoring our roots while preparing for the next century,” the company said. “The same unbeatable taste, now with even more care from the farm to your table.”
