Lay's drastically rebrands after disturbing finding: 42% of Democrats didn’t know their chips were made out of potatoes

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. Lay’s promises that the baked, kettle-cooked, and 
original chips won’t taste different, they just won’t have any synthetic 
colors or flavors:

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. Consumers in 
every income bracket have been ditching classic snack brands amid rising 
prices.—MM

https://fortune.com/2025/10/10/pepsico-lays-rebrand-consumers-didnt-know-made-of-potatoes/