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Lay's Unveils Largest Rebrand, Commits to No Artificial Flavors or Colors by 2025

The overhaul centers on a 'real potatoes' message with a pledge to eliminate artificial flavors and artificial‑source colors in the U.S. by late 2025.

Here's a look at how Lay's potato chip bags have evolved over the years.
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Bags of Lay's potato chips at a grocery store on January 29, 2025 in San Anselmo, California.

Overview

  • New matte bags feature a refreshed logo with radiating “Lay’s Rays,” close-up chip photography, and the phrase “made with real potatoes.”
  • Lay’s says core U.S. products will exclude artificial flavors and artificial‑source colors by the end of 2025, with Lay’s White Dips targeted for early 2026.
  • Recipe updates include Lay’s Baked made with olive oil and a Kettle Cooked Reduced Fat Original Sea Salt variant using avocado oil, with stated 50% and 40% less fat versus regular chips.
  • PepsiCo cites internal research that about 42–43% of Lay’s fans didn’t realize chips are made from farm‑grown potatoes, a claim widely reported without disclosed survey methodology and met with skepticism.
  • The move aligns with PepsiCo’s broader dye‑removal plan that includes Tostitos, as the company works to bolster its snack business after a reported 4% Q3 volume decline in North American convenient foods.