Lay’s Launches the “Real Potato” Era
Venore Worldwide
The legendary snack brand Lay’s is taking one of the boldest steps in its nearly century-long history. The company is redesigning everything from its packaging to its ingredients. Artificial flavors and colorings are gone, replaced by a new philosophy built on “real potatoes, real people, real happiness.” The new Lay’s isn’t just a bag of chips; it’s the brand’s fresh definition of naturalness.
Lay’s transformation begins where everything starts in the soil. The brand openly says, “Not every potato can be a Lay’s.” Out of more than 4,000 potato varieties in the world, only ten meet its strict quality standards. Years of research and development went into finding the perfect balance of crispness, taste, and that signature golden color. Lay’s, once born in the factory, now begins in the field.
By 2026, Lay’s will completely phase out artificial flavors and colorings. In the United States, all core products will be reformulated by the end of 2025, with new recipes and white dips following soon after. Naturalness isn’t just an ingredient choice; it’s becoming a production principle. Lay’s Baked will now be made with olive oil, offering 50% less fat than classic chips, while Kettle Cooked Reduced Fat Original Sea Salt will be prepared with avocado oil and contain 40% less fat.
The new visual identity, created by PepsiCo’s Design and Innovation team, brings the brand’s natural story to life. The logo, representing the sun, now appears warmer and more radiant. The so-called “Lay’s Rays” emphasize the connection between the sun and the growth of potatoes. The new color palette draws inspiration from natural ingredients pickle green, smoked brown, and appetizing red. The iconic red ribbon remains in place as a timeless reminder of the brand’s legacy.
PepsiCo Global Lay’s Design Director Carl Gerhards captures the spirit of this evolution best:
“This redesign is a love letter to our roots.”
Lay’s proudly claims that some of its potatoes go from the field to the package in as little as 48 hours. The company works with more than 100 family farms across North America and sources ingredients from over 60 countries worldwide. This efficiency isn’t about industrial speed but about tight collaboration with farmers proof that the brand’s “field to bag” promise is more than a slogan.
According to PepsiCo’s Senior Vice President of Food Marketing, Denise Truelove, consumer feedback guided every step of this transformation:
“The joy we deliver isn’t just about bold flavors. It’s also about carrying reliable quality from the farm all the way to the bag.”
Lay’s is no longer just a tasty chip brand. It’s a story of authenticity and renewal a shift that goes beyond sustainability to celebrate soil, craft, and genuine ingredients.
The new Lay’s carries a simple message for its consumers: Real flavor begins with real nature.
Lay’s transformation begins where everything starts in the soil. The brand openly says, “Not every potato can be a Lay’s.” Out of more than 4,000 potato varieties in the world, only ten meet its strict quality standards. Years of research and development went into finding the perfect balance of crispness, taste, and that signature golden color. Lay’s, once born in the factory, now begins in the field.
By 2026, Lay’s will completely phase out artificial flavors and colorings. In the United States, all core products will be reformulated by the end of 2025, with new recipes and white dips following soon after. Naturalness isn’t just an ingredient choice; it’s becoming a production principle. Lay’s Baked will now be made with olive oil, offering 50% less fat than classic chips, while Kettle Cooked Reduced Fat Original Sea Salt will be prepared with avocado oil and contain 40% less fat.
The new visual identity, created by PepsiCo’s Design and Innovation team, brings the brand’s natural story to life. The logo, representing the sun, now appears warmer and more radiant. The so-called “Lay’s Rays” emphasize the connection between the sun and the growth of potatoes. The new color palette draws inspiration from natural ingredients pickle green, smoked brown, and appetizing red. The iconic red ribbon remains in place as a timeless reminder of the brand’s legacy.
PepsiCo Global Lay’s Design Director Carl Gerhards captures the spirit of this evolution best:
“This redesign is a love letter to our roots.”
Lay’s proudly claims that some of its potatoes go from the field to the package in as little as 48 hours. The company works with more than 100 family farms across North America and sources ingredients from over 60 countries worldwide. This efficiency isn’t about industrial speed but about tight collaboration with farmers proof that the brand’s “field to bag” promise is more than a slogan.
According to PepsiCo’s Senior Vice President of Food Marketing, Denise Truelove, consumer feedback guided every step of this transformation:
“The joy we deliver isn’t just about bold flavors. It’s also about carrying reliable quality from the farm all the way to the bag.”
Lay’s is no longer just a tasty chip brand. It’s a story of authenticity and renewal a shift that goes beyond sustainability to celebrate soil, craft, and genuine ingredients.
The new Lay’s carries a simple message for its consumers: Real flavor begins with real nature.
