Lay’s, the iconic potato chip label from PepsiCo, has unveiled a striking new global look the most significant change it’s made in almost a century. The refreshed identity puts the spotlight back on where it all begins: the farm. It’s a reminder that every Lay’s chip starts with a real potato, grown and harvested by family farmers.
Interestingly, a recent survey revealed that nearly half of consumers didn’t know Lay’s chips come from real potatoes. This finding pushed the brand to tell its story more clearly through packaging, design, and a renewed focus on simple, natural ingredients.
Alongside the new design, Lay’s is also cleaning up its recipes. By the end of 2025, the company plans to eliminate all artificial flavors and colors from its main U.S. lineup, with its dips following suit the next year. The Baked range will soon be made with olive oil, and the Kettle Cooked Reduced Fat Original Sea Salt chips will switch to avocado oil.
Created by PepsiCo’s Design & Innovation team, the updated packaging features a friendlier sun logo, “Lay’s Rays” that echo natural sunlight, and warm, earthy colors inspired by ingredients found in nature. The goal is to bridge Lay’s heritage with the expectations of today’s consumers — who care about both authenticity and transparency.
“The redesign honors the simple potato the heart of every Lay’s chip,” said Alexis Porter, VP of Marketing, Global Lay’s. Denise Truelove, SVP of Marketing, PepsiCo Foods US, added that the brand is “bringing more transparency, more options, and the same joy people have always loved.”
Partnering with over 100 family-owned farms across North America, some of Lay’s potatoes go from field to bag in as little as two days. With this transformation, Lay’s isn’t changing what people love about it — just making that love feel a little more real.
