Lay’s is turning the page on nearly 100 years of branding with a major visual overhaul and ingredient updates designed to highlight its farm-to-table roots and meet changing consumer preferences.
The new design introduces a warmer, more radiant sun logo, symbolizing the light that helps potatoes grow, with sun rays beaming outward for the first time. The familiar red ribbon behind the logo stays, but the color palette and imagery have been refreshed, showcasing ingredients front and centre for each flavor. PepsiCo describes the redesign as a “love letter to the brand’s origins.”
Alongside the new look, Lay’s announced significant ingredient changes. By the end of 2025, all core Lay’s products in the U.S. will be free of artificial flavors and colors, with Lay’s white dips following in early 2026.
Lay’s Baked chips will now be made with olive oil, cutting fat content by 50% compared to regular chips. A new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil, with 40% less fat. More product innovations are planned for 2026.
Alexis Porter, PepsiCo’s VP of global Lay’s marketing, said the redesign “celebrates the humble, farm-grown potato — where every Lay’s potato chip starts — and heroes the ingredients,” adding that the changes were shaped by consumer feedback for greater choice and transparency.