{"id":9922,"date":"2025-10-23T02:15:43","date_gmt":"2025-10-23T06:15:43","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=9922"},"modified":"2025-10-23T02:15:43","modified_gmt":"2025-10-23T06:15:43","slug":"lays-a-pepsico-brand-rolled-out-its-largest-pack-redesign-in-nearly-100-years","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=9922","title":{"rendered":"Lay\u2019s, a PepsiCo brand, rolled out its largest pack redesign in nearly 100 years"},"content":{"rendered":"


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Artwork now uses a colour system derived from recipe ingredients. \/ Credit: Frito-Lay company<\/figcaption><\/figure>\n<\/p><\/div>\n

PepsiCo has unveiled what it calls the largest brand redesign in Lay\u2019s nearly 100-year history, pairing a new visual identity with reformulated recipes and updated packs.<\/p>\n

Announced on 9 October 2025 in the United States, the Lay\u2019s packaging redesign aligns with the federal \u201cMake America Healthy Again\u201d (MAHA) initiative and will phase in across core SKUs through 2025, with further portfolio changes slated for 2026.<\/p>\n

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The move places packaging, labelling and ingredient changes at the centre of a broader brand refresh aimed at modernising shelf presence and clarifying on-pack claims for health-minded shoppers.<\/p>\n

Visual identity: warmer sun, ingredient-led colour system and farm imagery<\/h2>\n

The new Lay\u2019s visual identity introduces a warmer, more distinct sun device with radiating \u201cLay\u2019s Rays\u201d that reference potato growing conditions.<\/p>\n

Packs adopt a refined colour palette derived from recipe ingredients, with close-up photography designed to emphasise chip texture, seasoning and golden tones.<\/p>\n

The brand says the redesign prioritises billboarding and legibility at distance, supported by a custom typeface and a matte pack finish to reduce glare under retail lighting.<\/p>\n

For packaging teams, the artwork system signals a shift toward ingredient-anchored colour management and consistent hierarchy for flavour cues.<\/p>\n

The farm-led imagery and simplified front-of-pack layouts are intended to improve variant navigation and SKU differentiation while maintaining strong brand blocks on shelf\u2014key goals for any snack packaging redesign.<\/p>\n

Formulation updates drive new on-pack claims and timelines<\/h2>\n

Alongside the brand refresh, PepsiCo plans recipe changes that will influence front-of-pack nutrition and claims architecture. By the end of 2025, all core Lay\u2019s products in the U.S. are slated to be made without artificial flavours or colours from artificial sources.<\/p>\n

Lay\u2019s Baked will move to olive oil and carry a \u201c50% less fat than regular potato chips\u201d claim, while a new Lay\u2019s Kettle Cooked Reduced Fat Original Sea Salt variant will use avocado oil with \u201c40% less fat\u201d than regular chips. The company indicates more options across its food portfolio will debut in 2026.<\/p>\n

These formulation shifts will require careful coordination between packaging development, regulatory review and supply chain.<\/p>\n

Teams will need to validate new ingredient declarations, update nutrition panels, and ensure consistency of \u201cno artificial flavours or colours\u201d messaging across formats and print technologies.<\/p>\n

For reduced-fat SKUs using olive or avocado oil, claims substantiation, font sizing and placement against local labelling rules will be critical to avoid pack reworks.<\/p>\n

Operational considerations for printers, converters and retailers<\/h2>\n

The Lay\u2019s packaging redesign\u2014spanning a global nameplate with U.S.-led timelines\u2014implies significant artwork versioning, cylinder and plate changes, and potential substrate adjustments to achieve the matte finish and photography fidelity. Converters should anticipate:<\/p>\n