Every Lay’s potato chip starts the same way — in the soil, under the sun, and on family farms across North America. Now, the iconic snack brand is spotlighting its farm-to-bag story with its biggest redesign in nearly a century and a major update to its ingredients, removing all artificial flavors and colors from artificial sources in its U.S. products by the end of 2025.
The announcement marks a new chapter for America’s No. 1 potato chip brand, reflecting what Lay’s calls a renewed focus on “real potatoes, real people, and real joy.”
“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, Vice President of Marketing, Global Lay’s at PepsiCo.
Healthier Oils, Same Signature Taste
Lay’s will also roll out new formulations across several of its product lines.
- Lay’s Baked chips will now be made with olive oil and have 50% less fat than regular potato chips.
- Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat.
Additional ingredient updates across PepsiCo’s snack portfolio are planned for 2026.
“These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite,” said Denise Truelove, SVP of Marketing, PepsiCo Foods US. “Lay’s continues to set the gold standard in snacking, and we’re proud to carry that legacy forward.”
A Redesign Rooted in Tradition
Created by PepsiCo’s Design & Innovation team, the new packaging is meant to tell the story of Lay’s journey from farm to bag.
While the iconic yellow sun remains part of the logo, designers made it warmer and brighter, with new “Lay’s Rays” extending from it — symbolizing the sunlight that helps potatoes grow. A refreshed color palette, inspired by ingredients like hickory, dill pickle, and sea salt, helps each flavor stand out.
Close-up photography now highlights the golden color and texture of the chips, reinforcing the brand’s message that every Lay’s begins with a real potato.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” said Carl Gerhards, Senior Director of Design, Global Lay’s.
From Farm to Flavor
Lay’s partners with over 100 family-owned farms across North America, with many located just miles from PepsiCo’s cooking and packaging facilities. During harvest season, some potatoes go from farm to bag in as little as 48 hours.
The redesign continues the theme of last year’s “Little Farmer” Super Bowl ad, inspired by a real family farm that grows Lay’s potatoes.
As Lay’s prepares to celebrate 100 years, the company says its goal is simple — to keep delivering the same iconic crunch and flavor that generations of snack lovers have known, now with more transparency and cleaner ingredients.
