Lay’s Reveals Joyful New Look And Real-Potato Promise

Quick Smiles:

• Lay’s is giving its classic yellow bags a warm new look after almost a century
• The brand will remove artificial flavors and colors across the United States
• Enhanced photography will celebrate the real farm-grown potatoes inside every chip

For nearly one hundred years, the bright yellow Lay’s bag has been a comforting sight in pantries across America. Now the beloved snack is stepping into a fresh chapter that keeps the joy while making the ingredients even better.

The company announced plans to redesign its packaging for the first time in almost a century. The new look will spotlight “real potatoes, real people and real joy,” bringing the farm-to-bag story right to shoppers’ fingertips.

“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,” said Alexis Porter, PepsiCo’s Vice President of Marketing, Global Lay’s.

Alongside the visual refresh, Lay’s is removing artificial flavors and colors from its United States products. The brand will keep its familiar “Lay’s Rays” and red ribbon while adding richer photography that shows the golden potatoes and the smiling faces behind each harvest.

“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” explained 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.”p>

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