Lay’s is undergoing a brand redesign, including clean ingredients

PepsiCo Lay It has become the latest in a series of household names to redesign their brand with a more modern edge.

PepsiCo announced the “largest rebranding in Lay’s nearly 100-year history” on Thursday in the wake of Domino’s revealing plans to try to transform its own brand.

But Lay’s isn’t just updating the look of its products, it’s also ensuring they’re made with cleaner ingredients, in line with the administration’s health goals under its Make America Healthy Again initiative, in addition to updating its packaging.

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The company said all it had Lay’s essential products In the U.S. it will be made without artificial flavors or colors from artificial sources by the end of 2025. Additionally, Lay’s Baked will be made with olive oil and contain 50% less fat than regular potato chips. A new version of Lay’s Kettle’s Original Low-Fat Cooked Sea Salt will be made using avocado oil and offer 40% less fat than regular potato chips. More options across PepsiCo’s food portfolio will debut in 2026, the company said.

Lay’s new visual identity, created by PepsiCo’s design and innovation team, features a “warmer” and more distinctive sun, the company said.

The company said: “The rays of the sun, or Lye rays, emanate from the logo, referring to the light that helps potatoes grow.” There’s also a “refined color palette” based on Lay’s ingredients and recipes, and close-up visuals that highlight the golden color, crisp texture and spice of each slice. Lay’s describes the new packaging as leaving “the potatoes themselves and rich farm imagery at the center of attention.”

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Laura Burkemper, a business and branding expert at Scaleblazer, called Lay’s rebrand “historic” because it is the company’s first major overhaul in nearly 10 years, praising its efforts to change packaging and ingredients.

“It is an advanced course in Visual storytelling“Putting their name on billboards, matte packaging, custom typeface, and imagery that highlights their farm-grown potatoes and high-quality ingredients make the brand impossible to miss,” Burkemper told FOX Business.

By removing artificial flavors and colors, Burkemper said the company is also making a clear commitment to cleaner, more transparent products, connecting with health-conscious audiences while promoting authenticity in the crowded snack market.

DOMINO is rebranding for the first time in over a decade

Although “these changes address only a small part of the broader challenge to the standard American diet, they position Lay’s as a brand that continues to innovate, inspires trust through transparency, and sets the standard in snacking,” she said.

The move was announced just one day after Domino’s unveiled a strategy aimed at updating the brand’s signage, uniforms, packaging and music. Domino’s move was applauded by some brand strategists and media relations specialists, who said the pizza chain struck a good balance in updating its brand without alienating customers — a mistake they say Cracker Barrel made.

tape	protection	last	It changes	% changes
DPZ	Domino’s Pizza Company	405.33	-8.17	-1.98%
CBRL	Cracker Barrel Old Country Store Inc.	40.73	-1.23	-2.93%

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Cracker Barrel is still facing repercussions From her ill-fated effort To update its logo and restaurant interiors for a more modern look. The move sparked intense backlash, a sharp drop in stock value and an eventual reversal.