Potato chip brand Lay’s has unveiled its biggest redesign in nearly 100 years.
“The new visual identity celebrates the humble, farm-grown potato — where every Lay’s potato chip starts — and heroes the ingredients,” wrote Alexis Porter, PepsiCo’s vice-president of marketing, global Lay’s, in the announcement.
The redesign features a new sun logo and prominent ingredient visuals, aimed at highlighting the potato’s journey from the farm to the bag.
While previous editions of the Lay’s logo have always featured a yellow sun, the redesign features a warmer and more distinct sun.
Sun rays also beam from the logo, which is a nod to the light that helps potatoes grow, the announcement notes.
The redesign also includes a different colour palette and images of ingredients for every flavour of Lay’s, which the company calls a “love letter” to the brand’s origins that celebrates its flavours.
The classic red ribbon in the background of the Lay’s logo remains.
In addition to the brand’s redesign, the company also announced that all core Lay’s products in the U.S. will no longer be made with artificial flavors or colours from artificial sources by the end of the 2025, including Lay’s white dips in early 2026.
The company also announced that Lay’s Baked and Lay’s Kettle Cooked chips are getting an ingredient update.
Lay’s Baked will now be made with olive oil and contain 50 per cent less fat than regular potato chips. There will also be a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt, which will be made with avocado oil and contain 40 per cent less fat than regular potato chips.
With new options also coming in 2026, the company wrote that the shift in ingredients was “shaped directly with our consumers, offering more choice, more transparency.”
