Lay's chips gets makeover: No artificial flavors or colors by end of year

(FOX40.COM) — Lay’s chips are getting a makeover, as PepsiCo announced that the #1 potato chip brand in the world will now have a new recipe along with new branding.

Officials said that U.S. Lay’s products will have no artificial flavorings or colors by the end of the year.

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“At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag,” Denise Truelove, Senior Vice President of Marketing, PepsiCo Foods US, said. “These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking and we’re proud to carry that legacy forward.”

Lay’s white dips will have no artificial elements by early next year.

Additionally, Lay’s Baked will be made with olive oil and have 50% less fat than regular potato chips. Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and have 40% less fat than regular potato chips, according to PepsiCo.

Meanwhile, the branding redesign includes “warmer and more distinct” sunrays that represent the light that helps the potatoes grow.

The color palette has also been redefined and inspired by ingredients in Lay’s recipes, including pickle green, hickory brown and savory red, officials said.

“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s said. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavors in countries around the world.”

According to PepsiCo, the new design and the removal of artificial flavors and colors will “set the stage for the next 100 years.”