Lay’s has introduced a new brand identity and packaging design as part of a broader refresh of its product line. According to a statement from parent company PepsiCo, the update includes both visual and ingredient changes intended to simplify the brand’s look and clarify what’s inside each bag.
What’s New on the Packaging
Lay’s describes the redesign as the largest in its history. The packaging now features a warmer yellow color scheme, simplified typography, and close-up photography of the chips. A new sun-inspired logo, referred to as “Lay’s Rays,”replaces the flat circular icon previously used.
According to PepsiCo’s design summary, the intent was to make the potato — the product’s main ingredient — more visible in the brand story. The refreshed design is rolling out across global markets between late 2025 and 2026.
Ingredient and Recipe Adjustments
Alongside the visual changes, Lay’s announced it is removing artificial colors and flavors from its core U.S. products by the end of 2025.
The company also plans to update specific product lines:
Lay’s Baked will be reformulated with olive oil and will contain about 50% less fat than regular Lay’s chips.
Lay’s Kettle Cooked Reduced Fat Original Sea Salt will switch to avocado oil and target 40% less fat than the standard version.
These shifts align with broader trends toward simpler ingredient lists across packaged foods.
Why the Changes Are Being Made
PepsiCo cited internal research showing that roughly 42% of consumers were unaware that Lay’s chips are made from real potatoes. The company said the new look and messaging are designed to emphasize that connection.
Industry analysts note that the timing also reflects competitive pressure across the snack category, as brands work to retain shelf visibility while adapting to consumer preferences for cleaner labels and transparent sourcing.
What to Watch
Rollout pace: The new packaging is expected to appear gradually on U.S. shelves through 2026.
Consumer response: Whether buyers notice or react to the design and ingredient updates remains to be seen.
Industry influence: Similar redesigns may follow among other snack brands seeking to modernize packaging and simplify ingredient communication.
Rollout pace: The new packaging is expected to appear gradually on U.S. shelves through 2026.
Consumer response: Whether buyers notice or react to the design and ingredient updates remains to be seen.
Industry influence: Similar redesigns may follow among other snack brands seeking to modernize packaging and simplify ingredient communication.
Details here: https://www.pepsico.com/our-stories/story/from-potato-to-chip-the-next-chapter-of-lays?utm_source=chatgpt.com
