Lay’s revamps its look and its recipes
Lovers of Lay’s potato chips will be in for a treat as the company behind one of North America’s popular chips has unveiled revamped packaging and updated recipes.
PepsiCo announced that as its Lay’s potato chip brand enters into its 100th anniversary, it has announced that it will be updating its packaging design for the chips to highlight PepsiCo’s commitment to sourcing the potatoes used in their manufacture from local growers from around the world and that from the time they are gathered to when they are made into chips can be as little as 48 hours.
“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 flavour consumers have always loved,” says Alexis Porter, PepsiCo’s vice-president of marketing, Global Lay’s.
READ: Lay’s Canada is willing to ‘bet the farm’ its chips are made from homegrown potatoes
As part of the new look, the company adds it want to a new standard for the future of food culture — including having all core Lay’s products in the U.S. made with no artificial flavours or colours from artificial sources by the end of the 2025. Plus, Lay’s white dips in early 2026.
“At Lay’s, delighting our consumers goes beyond bold flavours — it’s about delivering trusted quality from farm to bag,” says Denise Truelove, SVP 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 Lay’s Kettle Cooked chips are also getting an ingredient update. Lay’s Baked will be made with olive oil and have 50% less fat than regular potato chips and a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat than regular potato chips — with more new options across PepsiCo’s food portfolio to come in 2026.
To reflect the change, Lay’s is also revamping its packaging. Going forward, the packaging’s yellow sun motif is being updated to make the sun warmer and more distinct. Sun rays, or “Lay’s Rays,” beam from the logo, a nod to the light that helps potatoes grow. A refined colour palette was inspired by the ingredients of Lay’s recipes: pickle green, hickory brown, savoury red and more. Enhanced photography showcases the quality and flavour of every Lay’s variety with vivid, close-up visuals that highlight the golden colour, crisp texture and seasoning of each chip. The red Lay’s ribbon remains a seal of quality, linking every bag back to its heritage.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” says 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 flavours in countries around the world.”
