Redesign emphasizes origins of Lay’s potato chips

A rebranding of Lay’s potato chips aims to focus on the brand’s agricultural heritage while emphasizing that the chips are made with real potatoes.

Lay’s spends up to nine years creating ideal processing potatoes for growers, according to the company, but 42% of Lay’s consumers don’t realize the chips are made with real, farm-grown potatoes.

“At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag,” Denise Truelove, senior vice president of marketing for PepsiCo Foods US, said in an article on PepsiCo’s website. “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.”

Frito-Lay, maker of Lay’s, is a PepsiCo subsidiary.

The new logo features sunbeams radiating from the brand’s recognizable yellow circle and red ribbon. The rebranding “celebrates the humble, farm-grown potato — where every Lay’s potato chip starts,” according to the online article.

“This redesign — the brand’s biggest in nearly a century — is a love letter to our origins,” said Carl Gerhards, Lay’s senior director of design.

Lay’s Baked and Lay’s Kettle Cooked chips are also getting an ingredient update. Lay’s Baked will be made with olive oil and have 50% less fat than regular potato chips, according to the company, while Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat than regular potato chips.