PepsiCo has announced the “largest brand redesign in Lay’s nearly 100-year history,” following closely on the heels of Domino’s own rebranding effort. But Lay’s transformation isn’t just about a fresh look — it’s a comprehensive update focused on cleaner ingredients, refreshed packaging, and alignment with national health initiatives under the “Make America Healthy Again” campaign.
By the end of 2025, all core Lay’s products in the U.S. will be made without artificial flavors or colors from artificial sources. Lay’s Baked will transition to olive oil, offering 50% less fat than traditional chips, while a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil and have 40% less fat. PepsiCo also teased that more better-for-you options will arrive across its food portfolio in 2026.
The new “Lay’s visual identity,” developed by PepsiCo’s in-house design and innovation team, centers on a warmer, more distinct sun. “Sun rays, or ‘Lay’s Rays,’ beam from the logo — a nod to the light that helps potatoes grow,” the company said. The design includes a refined color palette inspired by Lay’s natural ingredients, with close-up imagery emphasizing golden chips, crisp textures, and rich farm visuals that put the potato front and center.
Brand strategist Laura Burkemper of Scaleblazer called the redesign “historic,” noting it’s Lay’s first major overhaul in nearly a decade. “It’s a masterclass in visual storytelling — billboarding their name, matte packaging, a custom typeface, and farm imagery that spotlights quality ingredients make the brand impossible to miss,” she told FOX Business. Burkemper added that by removing artificial additives, Lay’s demonstrates a “commitment to cleaner, more transparent products” that resonate with health-conscious consumers.
The move follows a wave of major food brand refreshes, including Domino’s, which recently updated its signage, uniforms, packaging, and music to modernize its image. Branding experts praised Domino’s balanced approach — contrasting it with Cracker Barrel’s recent rebrand backlash, which drew criticism and forced a retreat. Together, these moves mark a new era for legacy food brands embracing innovation without losing their roots.
