United States – Lay’s, the potato chip brand owned by PepsiCo, has announced a new phase in its branding, emphasizing its use of quality ingredients and the origin of its products. The company says the refresh builds on its heritage and connection to family farms that supply potatoes for its chips.
The new direction follows Lay’s “Little Farmer” Super Bowl commercial from last year, which highlighted the family farms behind the brand’s potato supply. The company said it plans to continue showcasing the journey from “farm to bag,” focusing on the potato and the imagery of its agricultural roots.
Lay’s works with more than 100 family-owned farms across North America, and PepsiCo sources potatoes and other crops from growers in over 60 countries. Many of the brand’s potato farms are located close to PepsiCo’s processing facilities, allowing harvested potatoes to reach production sites within 48 hours during the season, according to the company.
“The new visual identity celebrates the humble, farm-grown potato — where every Lay’s potato chip starts — and heroes the ingredients that deliver the unmatched flavor consumers have always loved,” says Alexis Porter, PepsiCo’s Vice President of Marketing, Global Lay’s.
The redesign, created by PepsiCo’s Design & Innovation team, introduces visual changes intended to convey the brand’s connection to its ingredients and legacy. The updated logo retains the signature yellow sun, which has been made “warmer and more distinct,” with “Lay’s Rays” extending from it to symbolize sunlight. The color palette takes inspiration from ingredients used in Lay’s recipes, featuring shades such as pickle green, hickory brown, and savory red. Photography has also been updated to emphasize texture, color, and seasoning. The red Lay’s ribbon remains as a link to the brand’s history.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” says Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavors in countries around the world.”
Lay’s said the redesign aligns with its broader efforts to meet consumer demand for transparency and cleaner ingredients. The company announced that all core Lay’s products in the U.S. will be made without artificial flavors or colors from artificial sources by the end of 2025.
“At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag,” says Denise Truelove, SVP of Marketing, PepsiCo Foods US. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking and we’re proud to carry that legacy forward.”
Lay’s Baked and Lay’s Kettle Cooked lines will also undergo ingredient updates. Lay’s Baked chips will be made with olive oil and contain 50% less fat than regular potato chips, while a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and contain 40% less fat. PepsiCo said additional product updates across its food portfolio are expected in 2026.
