The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Lay's, the world's top-selling potato chip brand, is undergoing its biggest visual identity refresh in nearly a century as it looks to highlight its farm-grown roots and commitment to quality ingredients.

The new branding, created by PepsiCo's in-house design team, puts a stronger focus on the humble potato at the heart of every Lay's chip. Enhanced photography showcases the golden colour, crisp texture and bold flavours that have made the brand a global snacking staple.

Alongside the visual overhaul, Lay's is also removing artificial flavours and colours from artificial sources across its core US product lineup by the end of 2025. The brand's Baked and Kettle Cooked varieties are also getting ingredient updates, using oils like olive and avocado to reduce fat content.

"This redesign is a love letter to our origins," said Carl Gerhards, PepsiCo's senior director of design for the Lay's brand. "We wanted to create a flexible system that honours Lay's famous flavours while bringing the potato and rich farm imagery to the forefront."

The new Lay's packaging features a warmer, more distinct sun icon, along with 'Lay's Rays' beaming from the logo – a nod to the sunlight that helps potatoes grow. A refined colour palette takes inspiration from Lay's ingredients, while photography showcases the brand's crunch and seasoning.

Importantly, the iconic red Lay's ribbon remains a central element, linking the brand's heritage to its modern evolution.

"At Lay's, delighting our consumers goes beyond bold flavours – it's about delivering trusted quality from farm to bag," said Denise Truelove, SVP of marketing for PepsiCo Foods US.

The timing of the overhaul is strategic, as Lay's approaches its 100th anniversary. The brand, which is the #1 potato chip in America and globally, is looking to strengthen its position by emphasising its commitment to quality ingredients and transparency.