Lay’s Rebrands Because Customers Apparently Didn’t Know Chips Were Made With ‘Real Potatoes’
Lay’s is rolling out its biggest brand overhaul in nearly a century, prompted in part by a surprising statistic: a significant number of customers apparently don’t realize their chips are made from real potatoes.
On Oct. 9, Lay’s announced a sweeping rebrand, including the removal of artificial flavors and colors in the U.S., a refreshed logo and bag design, and updated advertising that emphasizes the chips’ authentic ingredients.
The company’s design team revamped the logo, making the sun “warmer and more distinct,” with beaming rays now dubbed “Lay’s Rays.” A new color palette draws inspiration from the brand’s ingredients, featuring shades like pickle green, hickory brown, and savory red, though the signature red Lay’s ribbon remains.
“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” said Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavors in countries around the world.”
Every bag now prominently reads “made with real potatoes” and includes “enhanced photography” showcasing vivid, close-up images of the chips. Alexis Porter, PepsiCo’s VP of Marketing, Global Lay’s, described the changes as a celebration of the humble potato: “The new visual identity celebrates the humble, farm-grown potato — where every Lay’s potato chip starts — and heroes the ingredients that deliver the unmatched flavor consumers have always loved.”
Ingredients are getting a makeover as well. Lay’s Baked chips will now be made with olive oil, while Baked Lay’s Kettle Cooked Reduced Fat Original Sea Salt will use avocado oil. PepsiCo plans additional product innovations across its food portfolio in 2026.
The brand highlighted a surprising insight in its announcement: “42% of people who enjoy Lay’s don’t realize they’re made with real, farm-grown potatoes.”
The claim has sparked curiosity — and skepticism — online. Lay’s did not share the details of the survey, including how many people were asked or the exact questions posed. Reddit users quickly weighed in:
“There’s literally a potato on the package.”
“I frankly don’t believe that that many people don’t know potato chips are made out of potatoes.”
“The official announcement doesn’t even cite a study.”
Lay’s has not immediately responded to requests for comment on the survey.
About Post Author
