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Lay wants you to remember that it came from humble, homegrown beginnings. The PepsiCowhich owns the chip giant, gives the brand a Renewal worthy of a movie montage: removing its artificial dyes, updating the logo, and putting a potato right on the packaging.
Remember the potatoes. New bags—matte-ified and designed to look like wooden boards (like a potato crate)—will hold the chips with revised ingredient lists. Lay’s promises that the baked, kettle-cooked, and original chips will not taste different, they will not contain any synthetic colors or flavors:
- The redesign will also include a new sun-like logo, photos of potatoes in bags, and the phrase “Made with real potatoes.”
- A 2021 survey found that 42% of consumers did not know that Lay’s was made from spuds.
- The changes come as Health Secretary Robert F. Kennedy Jr. pushing companies to remove artificial ingredients.
Big picture: Lay created about 60% of PepsiCo’s annual sales but has seen quarterly sales for the past three years. Consumers in every income bracket are rejecting classic snack brands amid rising prices.—MM
This report is originally published through Brew in the morning.
A version of this story was published on Fortune.com on October 10, 2025.
