Business
Lay’s Updates Logo, Packaging, and Ingredients — Mostly to Prove It Uses Actual Potatoes
By Jake Beardslee · October 15, 2025
Largest Overhaul in Nearly a Century
Lay’s, one of the world’s most recognizable potato chip brands, has announced the biggest rebrand in its nearly 100-year history—driven, in part, by the discovery that 42% of its consumers didn’t realize the chips are made from actual potatoes. The Oct. 9 announcement revealed a refreshed logo, new packaging, updated recipes, and a company-wide push to remove artificial flavors and colors in the U.S Zoshua Colah / Unsplash
New Look, New Message
The redesign, which Lay’s says is its most ambitious yet, centers around a warmer, more vibrant look meant to “celebrate the humble, farm-grown potato.” PepsiCo’s Senior Director of Design for Global Lay’s, Carl Gerhards, described the overhaul as “a love letter to our origins.” He added, “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.”The refreshed logo now features a sun with pronounced rays—dubbed “Lay’s Rays”—and a color palette inspired by the chips’ ingredients, including pickle green, hickory brown, and savory red. The brand’s signature red ribbon remains intact as a nod to its heritage. Courtesy Lay's
Highlighting the Potato’s Journey
According to the company, each chip’s story begins on one of over 100 family-owned farms across North America. PepsiCo sources potatoes and ingredients from more than 60 countries worldwide, with some farms located just miles from Lay’s production facilities—allowing chips to go from “farm to bag” in as little as 48 hours during harvest 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, Vice President of Marketing for Global Lay’s. Courtesy Lay's
Product and Ingredient Updates
Lay’s is also overhauling its recipes to align with changing consumer expectations. Denise Truelove, SVP of Marketing at PepsiCo Foods US, said, “At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag.”In 2026, Lay’s will expand its lineup with products made using alternative oils. Lay’s Baked chips will be made with olive oil, while Lay’s Kettle Cooked Reduced Fat Original Sea Salt chips will use avocado oil. The brand says the updates are part of a wider PepsiCo initiative to offer “more choice, more transparency, and more joy with every bite.” Mustafa Bashari / Unsplash
