Lay’s potato chips have undergone the largest brand redesign in the company’s 100-year history. The rebrand highlights the use of real, farm-grown potatoes, addressing the fact that a significant portion of customers were unaware of this aspect of the product.
The redesign builds on the company’s previous campaigns, including last year’s “Little Farmer” Super Bowl advertisement, which showcased the journey of potatoes from farm to bag. Lay’s and parent company PepsiCo have emphasised the role of family-owned farms across North America and sourcing partnerships with growers in 60 countries.
As part of the refresh, Lay’s packaging has been updated with warmer sun imagery, refined color palettes inspired by ingredients, and enhanced close-up photography to showcase the chips’ texture, seasoning, and golden hue. The brand has also removed artificial flavors and colors from its U.S. chips and plans to extend these changes to dips next year.
In addition to packaging changes, certain chip varieties have been reformulated for healthier alternatives, as per reports. Lay’s Baked chips now use olive oil with 50% less fat, while Lay’s Kettle Cooked Reduced Fat Original Sea Salt uses avocado oil and contains 40% less fat. PepsiCo has highlighted that these updates aim to offer consumers more transparency, choice, and quality while maintaining the signature taste.
