"Lay's wants you to remember that it came from humble, homegrown beginnings. PepsiCo, which owns the chip giant, is giving the brand a makeover worthy of a movie montage: stripping its artificial dyes, updating the logo, and putting a potato right there on the packaging. Remember the potatoes. New bags-matte-ified and designed to look like wood planks (like a potato crate)-will hold the chips with revamped ingredient lists."
"The redesign will also incorporate a new logo that looks like the sun, photos of potatoes on the bag, and the phrase "Made with real potatoes." A 2021 survey found that 42% of consumers didn't know Lay's were made out of the spuds. The changes come as Health Secretary Robert F. Kennedy Jr. pushes companies to ditch artificial ingredients. Big picture: Lay's generates about 60% of PepsiCo's annual sales but has seen sales slip every quarter for the last three years."
PepsiCo is revamping Lay's packaging and ingredients to highlight the brand's potato origins. The redesign removes synthetic colors and flavors from baked, kettle-cooked, and original chips while promising taste remains unchanged. New matte bags will mimic wood planks and display photos of potatoes, a sun-like logo, and the phrase "Made with real potatoes." A 2021 survey found 42% of consumers did not know Lay's were made from potatoes. The changes coincide with calls from Health Secretary Robert F. Kennedy Jr. for companies to ditch artificial ingredients. Lay's represents about 60% of PepsiCo's sales but has faced quarterly declines for three years.
Read at Fortune
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