PepsiCo's Lay's brand is undergoing a significant rebranding effort, driven in part by a 2021 survey that revealed 42% of consumers were unaware that Lay's chips are made from potatoes. The makeover includes removing artificial dyes and flavors, updating the logo, and prominently featuring potatoes on the packaging.

The new packaging will have a matte finish designed to resemble wood planks, similar to a potato crate, and will include revamped ingredient lists. According to Lay's, the taste of the baked, kettle-cooked, and original chips will remain unchanged despite the removal of synthetic colors and flavors. The redesign also incorporates a new logo resembling the sun and the phrase "Made with real potatoes."

The move to eliminate artificial colors and flavors aligns with a broader trend in the food industry toward cleaner labels and more natural ingredients. Health Secretary Robert F. Kennedy Jr. has been a vocal advocate for companies to eliminate artificial ingredients. Concerns about artificial food dyes have been raised by some researchers, with studies suggesting potential links to hyperactivity in children, although the scientific consensus on this issue remains debated.

"Consumers are increasingly seeking transparency and simpler ingredients in their food choices," said Dr. Sarah Williams, a registered dietitian and nutritionist. "This rebranding could be a positive step for Lay's in meeting those demands and building trust with consumers."

The rebranding comes as consumer awareness of food ingredients and their potential health impacts continues to grow. While the specific health implications of artificial food dyes are still under investigation, many consumers prefer to avoid them as a precautionary measure. The updated packaging and emphasis on real potatoes may help Lay's to better connect with consumers who are seeking more natural and recognizable ingredients in their snacks. The company has not yet released details on the cost of the rebranding or specific marketing plans.