(KNWA/KFTA) — The next time you walk down the chip aisle at the grocery store, some bags may look a little different.
Earlier this month, Lay’s announced a rebrand, the largest in the company’s 100-year history.
Lay’s announced it will eliminate artificial colors and update its logo, bag design, and advertising to emphasize that each chip is made from real potatoes.
The company referenced a study revealing that only 43% of people who enjoy Lay’s know the chips are made from real, farm-grown potatoes. Lay’s parent company, PepsiCo, did not disclose details about the respondents or the survey questions.
Lay’s said in a news release that its logo was recreated to show a “warmer and more distinct” sun with rays that beam from the logo.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s, stated in the release. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavors worldwide.”
The company said in addition to the rebrand, some of its products’ ingredients will be changing as Lay’s seems to move on from seed oils.
Lay’s Baked will now be made with olive oil, and Baked Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil, with further announcements expected in 2026.
The company said all core Lay’s products in the U.S. will be made with no artificial colors or flavors by the end of 2025.
PepsiCo announced earlier this year its plans to remove artificial dyes from its products.
PepsiCo recently indicated that Tostitos and Lay’s would be the first brands to transition, with naturally dyed tortilla and potato chips anticipated on store shelves later this year and naturally dyed dips available early next year.
The Associated Press contributed to this report.
