PepsiCo’s flagship snack brand Lay’s — the world’s top-selling potato chip label according to Euromonitor International — is undergoing the most significant redesign in its nearly 100-year history. The update combines a refreshed visual identity with cleaner ingredient lists, aligning with consumer demand for transparency while reaffirming the brand’s agricultural roots.
From Field to Factory
Every Lay’s potato begins its journey on a farm, and only a small fraction of the world’s potato varieties make the cut. Out of more than 4,000 registered potato types, just ten are selected as suitable for Lay’s chips — a process that can take up to nine years of breeding and refinement to achieve the ideal crisp, flavor, and golden color.
The company sources potatoes from more than 100 family-owned farms across North America, and globally through PepsiCo’s network of growers in over 60 countries. Many of these farms are located close to cooking and packaging facilities, allowing some potatoes to move from harvest to bag in as little as 48 hours during peak season.
“The new visual identity celebrates the humble, farm-grown potato — where every Lay’s potato chip starts — and heroes the ingredients that deliver the unmatched flavor consumers have always loved,” said Alexis Porter, PepsiCo’s Vice President of Marketing, Global Lay’s.
Cleaner Labels and New Formulations
As part of the relaunch, Lay’s announced that all core products sold in the United States will be made without artificial flavors or colors from artificial sources by the end of 2025, with the transition extending to Lay’s dips 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, PepsiCo Foods US. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking and we’re proud to carry that legacy forward.”
Lay’s Baked and Kettle Cooked ranges are also being reformulated to reflect shifting consumer preferences. Lay’s Baked will soon be produced using olive oil and will contain 50% less fat than standard potato chips, while Lay’s Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil and feature 40% less fat. Further recipe updates are planned across PepsiCo’s food portfolio through 2026.
A Global Visual Transformation
The redesign, led by PepsiCo’s Design & Innovation team, extends across all markets and is meant to unify the Lay’s identity worldwide. While preserving its familiar red ribbon and yellow sun, the new packaging introduces warmer tones and the “Lay’s Rays” — stylized sunbeams that symbolize the sunlight nurturing every potato in the field.
The visual system draws inspiration from natural ingredients, incorporating hues such as “pickle green,” “savory red,” and “hickory brown.” Enhanced photography highlights chip texture and seasoning in vivid detail, reinforcing the brand’s focus on quality and freshness.
“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, Global Lay’s. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavors in countries around the world.”
Rooted in Heritage, Positioned for the Future
The relaunch builds on the narrative introduced in the brand’s “Little Farmer” Super Bowl advertisement, inspired by one of the family farms supplying Lay’s potatoes. The campaign spotlighted the people and places behind each bag, emphasizing that every chip is the result of genuine agricultural partnerships and careful stewardship.
PepsiCo reports that 42% of consumers who enjoy Lay’s are unaware that the chips are made from real, farm-grown potatoes — an awareness gap the new design and communications strategy aim to close. By highlighting its farm origins and simplifying ingredient lists, Lay’s intends to strengthen consumer trust while preserving its signature flavor and crunch.
As Lay’s prepares to enter its second century, the combination of visual modernization, ingredient transparency, and storytelling signals more than a facelift. It is a reaffirmation of the brand’s enduring identity — a bridge between its heritage and the expectations of the modern snack consumer.
