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Potato Chip Brand Unveils Biggest Redesign in Nearly 100-Year History
Lay's will remove artificial flavors and colors and reduce fat using healthier oils by 2025, with 42% of consumers unaware chips are made from real potatoes.
- On Thursday, Oct. 9, PepsiCo unveiled a major global redesign for Lay's, pledging to remove artificial colors and flavors from core U.S. products by the end of 2025.
- Amid mounting industry pressure, the U.S. Food & Drug Administration revoked authorization for FD&C Red No. this year, prompting major food companies to drop artificial dyes as Health Secretary Robert F. Kennedy Jr. pushes for cleaner labels.
- Recipe changes include Lay's Baked made with olive oil and 50% less fat, Lay's Kettle Cooked Reduced Fat Original Sea Salt with avocado oil and 40% less fat, plus a warmer sun, extended Lay's Rays, custom typeface, and vivid potato photography on wood-grain backdrops.
- The update will affect every bag in the U.S. and affiliated brands like Walkers , Sabritas , and Margarita , with more portfolio options debuting in 2026.
- The change follows an industry shift as Coca-Cola, Nestlé, General Mills, Kraft Heinz, Mars Wrigley, and Walmart plan to eliminate synthetic dyes by the end of 2026, addressing nearly 42 percent of consumers unaware Lay's are made from real potatoes.
13 Articles
13 Articles
Lay’s big new rebrand is a reminder that potato chips are made from potatoes
Lay’s sells more than 200 flavors of potato chips across the globe. Only one of them puts a potato on the package. That’s because in many ways, the largest potato chip company in the world, Lay’s, is the embodiment of a modernist brand. Hear the word Lay’s and its red and yellow logo pops into your brain, quickly followed by a hallucinated blast of salt on your tongue. The logo is an abstract hero, associated with chips only through constant co…
Lay's Making Major Changes To Potato Chip Brand: See What's New
The world's top potato chip brand is removing artificial additives as it undergoes its largest redesign in nearly 100 years.Lay's will remove artificial flavors and colors from all of its core US products by the end of 2025, parent company PepsiCo announced on Thursday, Oct. 9. The brand is also tweaking its logo and the designs on its potato chip bags.PepsiCo said the visual changes will focus on the potatoes it sources from more than 100 famil…
Lay’s Rays and the Art of Subtle Reinvention – PRINT Magazine
When a brand as ubiquitous as Lay’s announces its largest refresh in nearly a century, you brace for something seismic — a radical overhaul, perhaps, or a striking departure from the familiar yellow bag that has become shorthand for snack-time joy across the globe. Yet, in true PepsiCo fashion, the evolution of Lay’s is more refined than revolutionary. This isn’t a brand trying to reinvent itself; it’s a brand polishing its story by cleaning up …
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