Core Insights - PepsiCo's Lay's is undergoing its largest brand redesign in nearly 100 years, aligning with modern trends and health initiatives [1][3] - The rebranding includes a commitment to cleaner ingredients, with all core Lay's products in the U.S. to be free from artificial flavors and colors by the end of 2025 [2][3] - The new visual identity features a warmer sun logo and a refined color palette that emphasizes the ingredients and quality of the chips [4][6] Product Changes - Lay's Baked will be made with olive oil and contain 50% less fat than regular potato chips, while a new version of Lay's Kettle Cooked will use avocado oil and have 40% less fat [3] - More options across PepsiCo's food portfolio are expected to debut in 2026 [3] Branding Strategy - The rebranding is described as a "historic" overhaul, with a focus on visual storytelling that highlights farm-grown potatoes and quality ingredients [6][7] - The changes aim to connect with health-conscious consumers and reinforce authenticity in a competitive snack market [9] Industry Context - The announcement of Lay's rebranding follows Domino's unveiling its own modernization strategy, indicating a trend among major food brands to refresh their identities [11] - The industry is witnessing a shift towards transparency and healthier options, as brands respond to consumer demand for cleaner products [9]