Lay’s embraces its ‘healthy’ side with its biggest rebrand ever and a new logo

When you think of potato chips, a bag of regular Lay’s is probably the first thing that comes to mind. The salty, crispy chips are a staple of American snacks, easily recognizable by their bright yellow logo and bright red bag.

This iconic design is getting tossed in favor of a lighter, ‘healthier’ version of the snacks, whose formula will change alongside its branding.

Lays’ parent company, PepsiCo, debuted the chips’ “new visual identity” in October 2025, which features a “warmer” yellow sun in its logo.

“Sun rays, or ‘Lay’s Rays,’ beam from the logo, a nod to the light that helps potatoes grow,” PepsiCo described the designs, noting their new “refined color palette” is based on the ingredients of Lay’s recipes, with the “potato itself and rich farm imagery taking center stage.”

Lay’s transforms in “historic” rebrand with new chip formulas

As previously mentioned, the actual Lay’s chips themselves are also undergoing a big change: By the end of 2025, Lay’s products within the US will no longer be made with artificial flavors or colors. Lay’s Baked chips will be made using olive oil, containing 50% less fat than other potato chips, and a new version of the brand’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil.

Speaking with Fox Business, business and brand strategist Laura Burkemper called the rebrand “historic” and a “masterclass in visual storytelling.”

“Billboarding their name, matte packaging, a custom typeface, and imagery that spotlights farm-grown potatoes and quality ingredients make the brand impossible to miss,” she said.

PepsiCo itself called this the biggest rebrand Lay’s has had in its nearly 100-year history. Lay’s is over 90 years old and was first founded in 1932 by salesman Herman W. Lay.

At first, he sold his potato chips from the back of his car; then, in 1938, he purchased the Barrett Food Company, which he renamed to the H.W. Lay & Company.

The company became the Lay’s Potato Chips we know and love today in 1944, and was even the very first snack food company to advertise itself on TV.