Lay’s Announces Largest Rebrand Design In Nearly 100 Years

PepsiCo said the new design "now tells a story that speaks to its legacy of authenticity."

Lay’s announced it’s largest rebrand design in nearly a century.

As part of the redesign the chip brand said it is removing artificial flavors and colors from all core Lay’s products in the U.S. by the end of this year.

Two flavors are also getting an ingredients update. Lay’s Baked will be made with olive oil and have 50% less fat than regular potato chips, while a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat than regular potato chips.

All of the chip bags will also have a new design. PepsiCo said the new design “now tells a story that speaks to its legacy of authenticity.”