Lay’s potato chips are getting a new look–and some varieties are getting new recipes to match.
The iconic PepsiCo Foods snack brand hasn’t updated its logo or issued a rebrand in almost a decade, with the last recorded change happening in 2016. Lay’s announced today that its current redesign will also change the look of Lay’s core products across all of its sublines.
Once completed, this branding overhaul will be the “largest,” and the company hopes its “most impactful rebrand,” in its history.
Lay’s 2025 Rebrand: New Look, New Packaging Across All Core Chips Debut Alongside Recipe Updates to Select Sublines
Calling it the “most significant global transformation in nearly a century,” Lay’s rebrand aims to put a spotlight on its farm-grown potatoes and quality ingredients.
“At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag,” Denise Truelove, SVP of marketing at PepsiCo Foods told Parade in a statement. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking, and we’re proud to carry that legacy forward.”
Related: Lay’s 3 New Chip Flavors Inspired by Tailgating Classics ‘Don’t Hold Back’
Inside the Redesign
The redesign includes new matte packaging, a custom typeface born to echo Lay’s “modern, yet joyful character” and pair perfectly with its logo, a refined color palette made up of “savory red, hickory brown, pickle green,” and more, along with updated chip imagery and themed backdrops on each bag.
All core Lay’s chips in the U.S. and internationally will be included in the rebrand.
Lay’s Updates Chip Recipes
Taking advantage of the rebrand, Lay’s is using it as an opportunity to update the recipes of some of its potato chip varieties.
One being its Lay’s Baked chips, which will now be made using olive oil to deliver “50 percent less fat than regular potato chips,” per the Oct. 9 announcement. Consumers will also be introduced to a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt, now made with avocado oil.
According to a spokesperson, all Lay’s products will be free from artificial flavors and colors by the end of 2025.
Timeline of the Rebrand
From what we’re told, rebranded Lay’s will begin rolling out globally towards the end of 2025, with visibility in stores, retail displays and events throughout 2026.
Next: Domino’s Pizza Rolls Out ‘Bold’ Rebrand for First Time in 13 Years
