Lay’s, a flagship brand of PepsiCo and one of the world’s most recognisable names in snacking, has unveiled its most significant brand redesign in almost 100 years. The transformation spans packaging, recipe reformulation, and brand identity – all designed to celebrate Lay’s heritage as a potato-first snack while meeting modern consumers’ desire for simpler ingredients and transparent sourcing.
A Fresh Look for a New Era
The redesign introduces a brighter, farm-inspired visual identity highlighting the journey “from field to chip.” Lay’s new packaging features an earthy, ingredient-based colour palette, matte finishes to reduce glare, and a simplified logo treatment with refined “Lay’s Rays,” symbolising light, growth, and optimism.
“Lay’s has always stood for joy and togetherness,” said Tina Mahal, Senior Vice President of Marketing, PepsiCo Foods North America. “Our new look and recipes celebrate what makes Lay’s truly special — real potatoes grown by real farmers — while reflecting our commitment to evolving with the tastes and values of today’s consumers.”
Simpler Ingredients, Same Great Taste
As part of the redesign, Lay’s is eliminating artificial flavours and colours from artificial sources across its core U.S. product portfolio by the end of 2025. Several lines, including Lay’s Baked and Lay’s Kettle Cooked Reduced Fat Original Sea Salt, will transition to olive and avocado oils to deliver lighter texture and cleaner flavour.
These changes mark an important step in PepsiCo’s broader Positive Choices programme, which aims to make the company’s foods more nutritious and sustainably produced without compromising taste.
Honouring the Farmers Behind Every Chip
With over 100 family-owned farms supplying potatoes to Lay’s in North America, the new brand identity also strengthens the connection between growers and consumers. New back-of-pack storytelling, QR codes, and digital content highlight regional farms and the care that goes into producing every bag.
“Lay’s wouldn’t exist without our farmers,” said Chris Turner, Vice President of Supply Chain, Lay’s North America. “This redesign is a tribute to their dedication — and to the quality of the potatoes that make our chips loved around the world.”
A Global Rollout Ahead of Lay’s 100th Anniversary
The new branding and formulations will begin appearing on shelves in the U.S. this autumn, with a full rollout planned globally ahead of the brand’s centennial celebrations in 2026.
Lay’s is inviting consumers to share their #FromFieldToChip stories on social media as part of the campaign’s launch phase, underscoring the brand’s vision to unite people through simple, joyful snacking moments.
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