Lay’s is updating its core portfolio and visual identity to align with evolving consumer preferences. The brand will remove artificial flavors and colors from artificial sources, introduce new oils, and launch a global packaging redesign.

By the end of the year, all Lay’s, Lay’s Baked, and Lay’s Kettle Cooked products will be made without artificial flavors or colors from artificial sources. Future product innovations will follow the same standard.

Select Lay’s Baked and Lay’s Kettle Cooked products will feature new recipes with reduced fat and alternative oils. Lay’s Baked will be made with olive oil, offering 50% less fat than regular potato chips. A new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil.

Lay’s is also introducing a new visual identity across its global portfolio. The redesign includes a new logo, updated packaging, revised photography, and a refreshed color palette. The changes aim to highlight the use of real potatoes and the brand’s sourcing practices.

The updated design features the Lay’s Rays, a red ribbon emblem, and modernized typography. Some design elements were created using a potato stamping process.

The new packaging incorporates ingredient-inspired colors, enhanced chip photography, and a wood-paneled backdrop referencing farm crates.

PepsiCo (Frito-Lay) is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.