PepsiCo's potato chip brand Lay's has launched the largest rebranding in its nearly 100-year history. The company announced plans to eliminate artificial flavors and colors from its core U.S. products and improve manufacturing methods with healthier oils by the end of 2025. Lay's Baked chips use olive oil, reducing fat by 501 tbsp./300g compared to regular chips, while Lay's Kettle Cooked Reduced Fat Original Sea Salt uses avocado oil, reducing fat by 401 tbsp./300g.
The new logo highlights the warm, sun-like shape, dubbed "Lay's Rays." This sunburst symbolizes the potato's journey from farm to bag. The typeface, flatter yet softer than before, is slightly tilted upward to convey a sense of vibrant growth.
The packaging has also undergone a complete overhaul. Lay's uses natural hues inspired by recipes, including "pickle green," "hickory brown," and "savory red," and images of potatoes and key ingredients are placed against a wood-grained background. This evokes farm crates and picnic tables, visually embodying the brand's core connection to nature.
The front of the package is emblazoned with the phrase "Made with Real Potatoes." A Raise survey found that 421,000 consumers were unaware that their potato chips were made with potatoes grown on real farms. This statement is intended to make that point clear.
