(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 its plan to eliminate artificial colors from its products while also revamping its logo, packaging, and marketing to emphasize that “every chip begins with real potatoes.”
The company referenced a survey revealing that only 43% of Lay’s enthusiasts are aware that the chips are created from genuine, farm-grown potatoes. However, Lay’s parent company, PepsiCo, did not provide specifics about the survey participants or the questions involved.
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 comprehensive redesign, the most significant in almost a century, pays homage to our beginnings,” stated Carl Gerhards, PepsiCo’s Senior Director of Design for Global Lay’s, in their announcement. “With the updated Lay’s visual identity, our team developed a versatile design framework that honors the brand’s iconic flavors across different countries.”
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 varieties will now incorporate olive oil, and the Baked Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made using avocado oil, with further updates planned for 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.
Recently, PepsiCo indicated that Tostitos and Lay’s would be the first brands under its umbrella to transition, with tortilla and potato chips using natural dyes anticipated to appear on store shelves later this year and naturally colored dips expected to become available early next year.
The Associated Press contributed to this report.
