Lay’s is getting a new look and probably a healthier and cleaner recipe. PepsiCo on Thursday announced the “largest brand redesign in Lay’s nearly 100-year history,” as the company plans to give its globally famous snack a more modern, health-conscious identity. The move comes just a day after Domino’s revealed its own rebranding plans.
Make America Healthy Again
Under the new redesign, all core Lay’s products in the US will be made without artificial flavours or colours by the end of 2025, Fox 11 reported. The change comes amid the government’s “Make America Healthy Again” initiative, which encourages brands to adopt cleaner ingredients.
A surprising internal study, according to WSJ, found that 42% of people didn’t know Lay’s chips are made from real potatoes. That was a wake-up call for PepsiCo. The company decided to refocus its brand identity around its agricultural roots. “That really was the wake-up call,” said Rachel Ferdinando, CEO of PepsiCo’s US food business.
Lay’s Baked chips will now be made using olive oil, which will reduce fat content by half compared to the regular version. Meanwhile, the Kettle Cooked Reduced Fat Original Sea Salt chips will be made with avocado oil and have 40% less fat. PepsiCo said more products following the same approach will roll out in 2026. The company has also vowed not to use artificial flavours or colours in the new version. “Consumer preferences are changing faster and expectations are moving, and that’s what we are focused on,” said Rachel Ferdinando.
Lay’s to get biggest makeover in 100 years
PepsiCo says the new Lay’s logo is meant to feel like a “warmer, more distinct sun,” a nod to the light that helps potatoes grow. The packaging gets a fresh update too. It now features “Lay’s Rays,” sunbeams coming from the logo, and colours inspired by the actual ingredients. The bags no longer carry the usual glossy finish, instead will come with a heavier matte look, letting the potatoes and farm touch really stand out. Each bag will now feature close-up shots of real potatoes, golden chips, and seasoning with the tagline “Made with real potatoes.”
Brand expert Laura Burkemper called it “historic,” adding that it’s a masterclass in visual storytelling. “Billboarding their name, matte packaging, a custom typeface, and imagery that spotlights farm-grown potatoes and quality ingredients make the brand impossible to miss,” Burkemper told FOX Business.
The move comes as Lay’s parent company, PepsiCo, faces pressure. Sales have been slipping for several quarters, with consumers cutting back on snacks amid high prices. Its North American food unit, and home to Lay’s, Doritos, and Cheetos, brings in 60% of PepsiCo’s total revenue but has seen volume declines since 2022.
The move toward cleaner snacking aligns with “Make America Healthy Again” movement, led by Health Secretary Robert F. Kennedy Jr., which urges companies to remove artificial colours and seed oils.