Lay’s overhauls ingredients, redesigns chip bags in ‘largest’ rebrand in its 100-year history

(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 said it would be removing artificial colors and refreshing its logo, bag design and advertising to "showcase that every chip is rooted in real potatoes."

The company cited a study stating that just 43% of people "who enjoy Lay's don't realize they're made with real, farm-grown potatoes." Lay's parent company, PepsiCo, did not give any details about who was surveyed or the questions asked.

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 redesign, the brand’s biggest in nearly a century, is a love letter to our origins," Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s, said in the release. "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."

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 will be made with olive oil, Baked Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil, and more are set to be announced in 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.

PepsiCo recently said that Tostitos and Lay's would be the first of its brands to make the switch, with naturally dyed tortilla and potato chips expected on store shelves later this year and naturally dyed dips due to be on sale early next year.

The Associated Press contributed to this report.