Lay's, owned by PepsiCo, is undergoing a significant rebranding effort that includes removing artificial dyes, updating its logo, and prominently featuring potatoes on its packaging. The move follows a 2021 survey that revealed a surprising 42% of consumers were unaware that Lay's chips are made from potatoes. The company aims to highlight the chip's "humble, homegrown beginnings" with the redesign, according to PepsiCo representatives.
The new packaging will feature a matte finish designed to resemble wood planks, similar to a potato crate, and will include revamped ingredient lists. Lay's assures consumers that the taste of its baked, kettle-cooked, and original chips will remain unchanged, despite the removal of synthetic colors and flavors. The redesign also incorporates a new sun-like logo and the phrase "Made with real potatoes."
The decision to rebrand comes amid growing consumer awareness and concern regarding artificial ingredients in food products. Health Secretary Robert F. Kennedy Jr. has been a vocal advocate for companies to eliminate artificial additives. While the long-term health implications of artificial food dyes are still being studied, some research suggests potential links to hyperactivity in children and, in rare cases, allergic reactions, according to the National Institutes of Health.
Dr. Sarah Miller, a registered dietitian, commented on the rebranding, stating, "Transparency in food labeling is crucial for informed consumer choices. Highlighting the core ingredient, like potatoes in Lay's chips, can help consumers better understand what they are consuming."
The updated Lay's chips are expected to roll out nationwide in the coming months. The company has not released specific details on the cost of the rebranding effort, but PepsiCo executives have indicated a significant investment in ensuring a smooth transition and clear communication with consumers. The success of the rebranding will likely depend on whether Lay's can effectively communicate the changes to its consumer base and maintain the taste and quality that customers expect.
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