The Lay’s brand is undergoing the biggest transformation in its nearly century-long history. According to PepsiCo, the company is carrying out a major rebranding and recipe update for Lay’s.
According to PepsiCo’s Chief Design Officer Carl Gerhard, this renewal is a symbol of love and loyalty to the brand’s roots. “Through the new design, our team presents Lay’s globally recognized taste in a modern style,” he said.
Lays now aims to show that at the center of each chip is a real potato and real human labor. The company plans to abandon artificial tastes and colors and offer consumers a healthier and wider range of products.
Lay's Baked and Lay's Kettle Cooked varieties are also being processed based on an updated recipe. For example, baked chips are now made in olive oil and contain 50 percent less fat than regular chips. The new Li's, made with sea salt, uses avocado oil, and the fat content is reduced by 40%.
There are over 4,000 potato varieties worldwide, but only 10 of them are suitable for Lay's production. The company, in cooperation with farmers, spends up to 9 years growing the highest quality potatoes.
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