42% of consumers didn’t know their chips were made out of potatoes

Lay’s is emphasizing its simple, homegrown roots with a major brand refresh. Parent company PepsiCo is removing artificial dyes, updating the logo, and featuring real potatoes prominently on the packaging.

The new matte bags, designed to resemble wooden potato crates, will include ingredient lists free of synthetic colors and flavors. Lay’s says its baked, kettle-cooked, and original chips will maintain the same taste, just with cleaner ingredients.

The updated design will include a sun-shaped logo, photos of potatoes, and the phrase “Made with real potatoes.” A past survey showed that 42% of consumers didn’t realize Lay’s chips are made from actual potatoes.

The rebrand comes as the company faces declining sales—Lay’s accounts for about 60% of PepsiCo’s revenue but has seen quarterly declines over the past three years, as consumers move away from traditional snack brands amid higher prices.