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Your favorite potato chip might look a little different the next time you reach for it at the grocery store.
Lay's announced Oct. 9 that it has redesigned its chip bags and recipes, in what the PepsiCo-owned brand called “the largest brand redesign in Lay's nearly 100-year history.” As part of this redesign, the chip brand announced it would remove artificial flavors and colors from all core Lay's products in the US by the end of 2025.
The ingredients of Lay's Baked and Lay's Kettle Cooked Chips will also be updated, according to the press release, as Lay's Baked is made with olive oil and contains 50% less fat than regular potato chips, while a new version of Lay's Kettle Cooked Reduced Fat Original Sea Salt is made with avocado oil and has 40% less fat than regular Contains potato chips.
“At Lay’s, delighting our consumers is not just about bold flavors – it’s about delivering trusted quality from farm to bag,” said Denise Truelove, SVP of Marketing, PepsiCo Foods US, in the press release. “Developed directly with our consumers, these updates offer more choice, more transparency and more joy in every bite. Lay's continues to set the gold standard in snacking and we are proud to continue that legacy.”
Lay's reinterprets the iconic yellow bag
PepsiCo said the new Lay's bag “now tells a story that reflects its legacy of authenticity” while honoring the potatoes' “journey from farm to bag” and the brand's commitment to using only high-quality ingredients.
The new Lay's logo features a warmer and clearer sun with some sun rays or “Lay's Rays” emanating from the logo.
“A refined color palette was inspired by the ingredients of Lay's recipes: cucumber green, hickory brown, savory red and more,” the press release states, while enhanced photography showcases the “quality and flavor” of each chip with close-up shots that highlight each chip's “golden color, crunchy texture and seasoning,” according to PepsiCo.
The bag also includes the phrase “made with real potatoes” as Lay's pointed out in its press release that 42% of people who eat Lay's potato chips don't know they are made with real, farm-grown potatoes.
Here's a look at what Lay's potato chip bags looked like in the past.
“This redesign, the brand's largest in nearly a century, is a love letter to our origins,” said Carl Gerhards, PepsiCo's senior director of design, Global Lay's, in the press release. “With Lay’s new visual identity, our team has created a flexible design system that celebrates the brand’s famous flavors in countries around the world.”
Gabe Hauari is a nationally featured news reporter at USA TODAY. You can follow him on X @Geuna or email him at Gdhauari@gannett.com.