Lay’s is getting a new look — and a cleaner ingredient list.
PepsiCo announced Thursday what it’s calling the “largest brand redesign in Lay’s nearly 100-year history.” The overhaul includes a fresh visual identity, new packaging, and a major shift toward healthier ingredients.
By the end of 2025, all core Lay’s products in the U.S. will be made without artificial flavors or colors from artificial sources. Lay’s Baked chips will be made with olive oil and contain 50% less fat than regular chips, while the updated Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and have 40% less fat. More changes are planned across PepsiCo’s food portfolio in 2026.
The new look, created by PepsiCo’s design and innovation team, introduces a “warmer” and more distinct sun. The “Lay’s Rays” extend from the logo — a nod to the sunlight that helps potatoes grow. The color palette is inspired by Lay’s ingredients, and the packaging features close-up visuals showcasing the chips’ golden color and crisp texture.
“It’s a masterclass in visual storytelling,” said brand strategist Burkemper. “Matte packaging, a custom typeface, and farm-grown imagery make the brand impossible to miss.”
Burkemper added that removing artificial ingredients signals a clear “commitment to cleaner, more transparent products,” appealing to health-conscious consumers while reinforcing authenticity in a crowded snack market.
The redesign comes just after Domino’s announced its own modernization strategy — updating everything from signage and uniforms to packaging and music. The pizza chain was praised for refreshing its image without alienating customers.
That’s a lesson Cracker Barrel didn’t learn, according to experts. Its recent attempt to modernize backfired, sparking backlash, a stock drop, and a quick reversal.
For Lay’s, PepsiCo hopes the refreshed look and cleaner ingredients will keep the iconic brand at the top of the snack world — blending nostalgia with modern appeal.