Lay’s has introduced a global rebrand as part of a wider strategy to emphasise its connection to potato farming and cleaner production standards. The redesign, led by PepsiCo’s internal design team, marks the company’s largest update in almost a century.
The new packaging highlights the potato as the foundation of the brand, featuring enhanced imagery to showcase texture and flavour. A warmer palette and sun-inspired logo underscore the brand’s agricultural roots. The familiar red ribbon remains a central element to maintain brand recognition.
As part of the overhaul, Lay’s is reformulating its core US product range to remove artificial flavours and colours from artificial sources by the end of 2025. Ingredient updates for Baked and Kettle Cooked ranges include the use of oils such as olive and avocado to lower fat content.
The move coincides with the brand’s approach to its 100th anniversary. Lay’s, the world’s leading potato chip producer, is aligning its visual identity and product development with growing consumer demand for transparency and natural ingredients, strengthening its position in the competitive snack market.