Lay’s, the world’s leading potato chip brand, is launching its most significant brand redesign in nearly 100 years, reimagining both its packaging and product recipes to highlight its farm-to-bag story. Despite being made from real, farm-grown potatoes, 42% of consumers remain unaware of this fact. With the refreshed visual identity, Lay’s aims to change that perception and reinforce its commitment to quality ingredients, transparency, and taste.
The redesign features a warmer, sun-inspired logo with distinctive “Lay’s Rays,” a refined color palette drawn from its ingredient range, and vivid close-up photography showcasing the golden crispness of each chip. The iconic red ribbon seal remains as a mark of quality and heritage. “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,” says Alexis Porter, PepsiCo’s Vice President of Marketing, Global Lay’s.
Lay’s partners with over 100 family-owned farms in North America and sources ingredients from more than 60 countries, with farm-to-bag production possible in as little as 48 hours during harvest. All core Lay’s products in the U.S. will be made without artificial flavors or colors by the end of 2025, with new product extensions planned for 2026. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite,” adds Denise Truelove, SVP of Marketing, PepsiCo Foods US.
The redesign marks a pivotal moment for Lay’s as it looks ahead to its next century, blending tradition with innovation while preserving the flavor that has made it a global favorite.