Every potato that’s grown to make Lay’s chips starts its life on a farm: sun-drenched, carefully tended to and grown with purpose. But not every potato can be a Lay’s potato.
There are more than 4,000 registered potato varieties in the world, and only 10 are good enough to become a Lay’s potato chip. Lay’s spends up to nine years creating the best potato for farmers to grow that can deliver the perfect crisp, flavor and golden glow when sliced and cooked.
The potatoes’ journey from the soil to the shelf is the heart of Lay’s. But here’s the surprising part — 42% of people who enjoy Lay’s don’t realize they’re made with real, farm-grown potatoes.
Now, with the largest brand redesign in Lay’s nearly 100-year history, Lay's is here to showcase that every chip is rooted in real potatoes, real people and real joy — and bringing consumers more choices with the same unbeatable taste, by removing artificial flavors and colors in the U.S.
A global icon, reimagined
Lay’s – The #1 Potato Chip brand in the World1 and America's favorite potato chip2 — is entering a new chapter that celebrates what makes it so beloved: a commitment to quality ingredients and unmatched flavor. And it all starts in the same place — the potato field.
That sentiment was showcased on the biggest stage in the brand’s “Little Farmer” Super Bowl ad last year. Inspired by a family farm that grows Lay’s potatoes, the commercial shined a light on the real stories behind every chip. Now, Lay’s will continue to bring the journey from farm to bag to life by letting the potato itself and rich farm imagery take center stage.
Lay’s works with over 100 family-owned farms across North America and PepsiCo sources crops and ingredients — such as potatoes — from growers in more than 60 countries around the world. Many of those potato farms are just a short drive from PepsiCo’s cooking and packaging facilities, which means, during harvest season, it’s possible for farm-grown potatoes to go from farm to bag in as little as 48 hours.
“The new visual identity celebrates the humble, farm-grown potato — where every Lay's potato chip starts — and heroes the ingredients that deliver the unmatched flavor consumers have always loved,” says Alexis Porter, PepsiCo’s Vice President of Marketing, Global Lay’s.
Consumers at the heart
Lay’s is providing people with the choices they want while setting a new standard for the future of food culture — including having all core Lay’s products in the U.S. made with no artificial flavors or colors from artificial sources by the end of the 2025. Plus, Lay’s white dips in early 2026.
“At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag,” says Denise Truelove, SVP of Marketing, PepsiCo Foods US. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking and we’re proud to carry that legacy forward.”
Lay’s Baked and Lay’s Kettle Cooked chips are also getting an ingredient update. Lay’s Baked will be made with olive oil and have 50% less fat than regular potato chips and a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat than regular potato chips — with more new options across PepsiCo’s food portfolio to come in 2026.
Breaking down Lay’s redesign
More than just a brand redesign, the new Lay’s visual identity, created by PepsiCo’s Design & Innovation team, now tells a story that speaks to its legacy of authenticity while honoring the potatoes’ journey from farm to bag, its commitment to using only quality ingredients, and the unmatched taste and flavor that people know and love.
While the Lay’s logo has always featured a yellow sun, the team made the sun warmer and more distinct. Sun rays, or “Lay’s Rays,” beam from the logo, a nod to the light that helps potatoes grow. A refined color palette was inspired by the ingredients of Lay’s recipes: pickle green, hickory brown, savory red and more. Enhanced photography showcases the quality and flavor of every Lay’s variety with vivid, close-up visuals that highlight the golden color, crisp texture and seasoning of each chip. And, of course, the red Lay’s ribbon remains a seal of quality, linking every bag back to its heritage.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” says Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s. “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.”
A chip for every moment
When you open a bag of Lay’s, you’re tapping into a global tradition of joy, shared across generations. From enjoying a bag with friends in the kitchen to passing one around at a picnic, Lay’s has always been about the moments that matter.
With this new global redesign, the removal of artificial flavors and colors in the U.S. and the same unbeatable taste, Lay’s is setting the stage for the next 100 years.
1 Euromonitor International Limited; Snacks 2025 edition, as per potato chips definition, retail value sales; rsp, all retail channels, 2024 data.