Lay's Rebrand: Cultivating Trust with Transparent Roots and Natural Flavors

Lay's, the flagship snack brand of PepsiCo, has launched a comprehensive rebranding effort following a 2021 survey revealing that 42% of consumers were unaware that its chips are made from potatoes Fortune^[1]. The overhaul, described as the brand's "most ambitious visual refresh in its nearly 100-year history," includes redesigned packaging featuring photos of whole potatoes, a sunburst logo symbolizing the role of sunlight in potato growth, and a matte finish mimicking wood planks FOX Business^[2]. The new design emphasizes "authenticity" by highlighting the brand's farm-to-bag origins and using ingredient-inspired color palettes DesignRush^[5].

The rebranding aligns with broader efforts to remove artificial ingredients from Lay's products. By the end of 2025, all core Lay's, Lay's Baked, and Lay's Kettle Cooked chips will eliminate artificial flavors and colors, replacing them with natural alternatives such as vegetable juice and paprika TastingTable.com^[3]. Specific product adjustments include switching Lay's Baked to olive oil and Lay's Kettle Cooked Reduced Fat Original Sea Salt to avocado oil, reducing fat content by 50% and 40%, respectively FOX Business^[2]. These changes reflect growing consumer demand for "cleaner" labels and transparency in food sourcing AllRecipes.com^[4].

The initiative coincides with regulatory and political pressures to phase out synthetic additives. Health and Human Services Secretary Robert F. Kennedy Jr., a vocal advocate for removing artificial dyes, has urged food companies to comply with federal guidelines banning petroleum-based synthetic dyes by 2026 CNBC^[6]. Lay's move to remove artificial colors aligns with this mandate, with the brand stating that its redesigned portfolio will be free of FD&C Red No. 40, Yellow No. 5, and other dyes USA Today^[7]. PepsiCo CEO Ramon Laguarta emphasized the company's proactive approach, noting that over 60% of its portfolio already lacks artificial colors .

The rebranding also addresses shifting consumer preferences. A 2024 International Food Information Council survey found that 79% of Americans consider food processing levels when making purchases, with 63% actively avoiding ultra-processed foods . Lay's redesign positions the brand to compete in a market increasingly dominated by health-conscious alternatives. PepsiCo's marketing strategy highlights "small portions of improved favorites" with reduced sodium and fat, aiming to retain consumers in a category where salty snacks have seen declining sales .

Analysts attribute the snack industry's challenges to inflation, rising health awareness, and changing generational preferences. PepsiCo's Frito-Lay division, which accounts for 27% of the company's revenue, reported a 3% sales volume decline in Q4 2024 . Lay's rebranding is seen as a strategic response to these trends, with brand strategist Laura Burkemper calling it a "masterclass in visual storytelling" that reinforces trust through transparency FOX Business^[2].

The redesign extends globally, with localized versions for markets such as the U.K. (Walkers), Mexico (Sabritas), and Colombia (Margarita) DesignRush^[5]. PepsiCo's Foods SVP of Marketing Denise Truelove stated the rebrand reflects "more choice, more transparency, and more joy with every bite," positioning Lay's as a leader in the evolving snacking landscape DesignRush^[5].