Overview

• The new visual identity introduces a warmer sun with “Lay’s rays,” a red ribbon, a refined wordmark, and photographed potatoes on every flavor bag.
• Redesigned packaging is slated to reach shelves later this month following global retail and simulated-store testing that included eye tracking.
• Company testing indicated gains in findability and purchases, alongside clearer consumer understanding that Lay’s chips are made from potatoes.
• PepsiCo describes this as the brand’s biggest refresh in nearly 100 years, positioned to boost consumption after a reported 5% core profit decline in 2024.
• Separate reporting says U.S. recipes will drop artificial flavors and colors by late 2025, with some lines using olive or avocado oils, which has been reported but not confirmed in these articles by company statements.