Lay’s Rolls Out Its Biggest Redesign Yet — Cleaner, Bolder, and Ready for a Healthier America. PepsiCo’s Lay’s is stepping into a new era — and it’s doing so with both a makeover and a mission. The snack giant has unveiled what it calls the “largest brand redesign in Lay’s nearly 100-year history,” a bold refresh that goes far beyond packaging aesthetics.
Coming just after Domino’s announced its own visual revamp, Lay’s new look signals a broader shift among iconic brands: modernization that meets mindful living.
But Lay’s transformation isn’t just skin deep. The company is aligning its recipes with the federal “Make America Healthy Again” (MAHA) initiative — committing to cleaner ingredients and smarter nutrition. By the end of 2025, every core Lay’s product in the U.S. will be free from artificial flavors and colors, marking a significant pivot toward transparency and wellness.
The evolution continues with Lay’s Baked, which will now be made using olive oil and contain 50% less fat than regular chips. Meanwhile, a reimagined Lay’s Kettle Cooked Reduced Fat Original Sea Salt will feature avocado oil and 40% less fat. PepsiCo says this is only the beginning — with more “better-for-you” snacks planned for 2026 across its food portfolio.
Visually, the new Lay’s identity tells a story rooted in nature and nostalgia. The refreshed logo features “Lay’s Rays” — beams of sunlight symbolizing the natural light that nurtures the potatoes behind every chip. The packaging adopts a refined, ingredient-inspired color palette, showcasing close-up images that highlight each chip’s crisp texture, seasoning, and golden hue. As the company describes it, the redesign lets “the potato itself and rich farm imagery take center stage.”
Brand strategist Laura Burkemper of Scaleblazer calls this overhaul “historic,” praising it as a “masterclass in visual storytelling.” From matte finishes and custom typography to farm-focused imagery, she says, Lay’s has achieved something rare: a redesign that’s both beautiful and meaningful.
“By removing artificial ingredients,” Burkemper added, “Lay’s is signaling a genuine commitment to cleaner, more transparent products — a move that connects powerfully with health-conscious consumers while strengthening authenticity in an increasingly crowded snack market.”
In a world where taste and trust matter equally, Lay’s latest evolution proves that even after a century, there’s still room for freshness — in both flavor and philosophy.
