Lay’s embraces its ‘healthy’ side with its biggest rebrand ever and a new logo

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If you picture potato chips, you likely think of classic Lay’s. These salty, crunchy snacks are an American favorite, known for their bright yellow logo and red packaging.

The classic packaging is being replaced with a new, more modern look for these snacks, which are also getting a recipe update to be seen as a healthier option.

In October 2025, PepsiCo, the company behind Lays, unveiled a refreshed logo for the chips. The new design includes a more golden yellow sun.

According to PepsiCo, the new Lay’s logo features sun rays – playfully called ‘Lay’s Rays’ – representing the sunlight that helps potatoes grow. The updated designs also use a more subtle color scheme inspired by the natural ingredients in Lay’s chips, emphasizing potatoes and a farm-fresh feel.

Lay’s transforms in “historic” rebrand with new chip formulas

Lay’s is making some big improvements to its chips. By the end of 2025, all Lay’s products in the US will be made without artificial flavors or colors. They’re also updating some specific varieties: Lay’s Baked chips will now be made with olive oil and have 50% less fat than regular chips, and a new version of Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil instead.

Laura Burkemper, a business and brand strategist, described the rebrand to Fox Business as both “historic” and a brilliant example of visual storytelling.

Honestly, this brand is *everywhere* – you can’t miss it! They’ve really thought of everything, from huge billboards with their name on them to really sleek, understated packaging. They even created their own font! But what really grabs you is the imagery – it’s all about fresh, farm-grown potatoes and showing off how good their ingredients are. It all just feels really high-quality and intentional, and it definitely makes them stand out.

PepsiCo says this is Lay’s most significant brand makeover in its almost 100-year existence. Founded in 1932 by salesman Herman W. Lay, the brand is now over 90 years old.

He originally sold potato chips directly from his car. Later, in 1938, he bought the Barrett Food Company and changed its name to H.W. Lay & Company.

In 1944, the company evolved into the Lay’s Potato Chips we enjoy today. They were also pioneers in snack food marketing, becoming the first to advertise on television.

Lay’s is also undergoing a major makeover, joining other big food companies like Domino’s in updating their branding. Domino’s recently unveiled a simpler, more modern design, including new black and gold packaging, just yesterday.

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2025-10-10 00:49