{"id":108411,"date":"2025-10-27T10:17:28","date_gmt":"2025-10-27T09:17:28","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=108411"},"modified":"2025-10-24T18:19:17","modified_gmt":"2025-10-24T16:19:17","slug":"lays-focusses-on-transparency-with-new-packaging-design","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/lays-setzt-mit-neuem-verpackungsdesign-auf-transparenz\/","title":{"rendered":"Lay's focusses on transparency with new packaging design"},"content":{"rendered":"

Lay's, PepsiCo's crisp brand, is entering its next era with a major packaging relaunch. The new design focuses on the origin and quality of the ingredients - from the potato to the bag - and also marks the biggest visual overhaul in the brand's almost 100-year history.<\/strong><\/p>\n

The revised look was developed by PepsiCo's Design & Innovation team and now tells the product's story more strongly through the packaging design itself. Warm yellow and brown tones, the so-called \u201eLay's Rays\u201c, symbolise the sunlight that makes the potatoes grow. A colour palette based on the natural ingredients - such as cucumber green, spice red or hickory brown - and detailed product photography are intended to offer consumers a more authentic brand experience. The red Lay's lettering remains as a recognisable feature.<\/p>\n

Packaging as a communication medium<\/h3>\n

Lay's sees the new visual identity as a tribute to the origin of every chip and as a communication platform for more transparency along the supply chain. \u201eThe new visual identity celebrates the humble, field-born potato - where every Lay's chip begins,\u201c said Alexis Porter, Vice President Marketing Global Lay's at PepsiCo.<\/p>

\"\"<\/a><\/div><\/div>\n

The message is supported by an adapted packaging design that emphasises the agricultural origin and visually establishes the link between the raw material and the end product. As part of the realignment, all core products in the USA will be free from artificial flavours and colours by the end of 2025. Lay's Baked and Kettle Cooked varieties will also be given adapted recipes with vegetable oils such as olive or avocado oil.<\/p>\n

Proximity to producers and an efficient supply chain<\/h3>\n

According to Lay's, it works with more than 100 family-run farms in North America. During the harvest season, the potatoes can go from the field to the packaging in just 48 hours. PepsiCo thus emphasises the importance of regional sourcing, short transport routes and efficient production processes as part of its brand identity.<\/p>\n

\u201eThese innovations were developed directly with our consumers to provide more choice, more transparency and more enjoyment in every bite,\u201c said Denise Truelove, SVP Marketing PepsiCo Foods US.<\/p>\n

With the new packaging architecture, Lay's is positioning itself as a modern traditional brand that combines sustainability, design quality and consumer appeal - and is driving the transition to a more natural brand image worldwide.<\/p>\n

Source:<\/em> PepsiCo<\/p>","protected":false},"excerpt":{"rendered":"The new design also marks the biggest visual overhaul in the brand's almost 100-year history.","protected":false},"author":300,"featured_media":108414,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"__cvm_playback_settings":[],"__cvm_video_id":"","rank_math_description":"Lay\u2019s pr\u00e4sentiert neues Verpackungsdesign: Fokus auf Herkunft, nat\u00fcrliche Zutaten und nachhaltige Markenkommunikation von der Kartoffel bis in die T\u00fcte.","rank_math_focus_keyword":"Lay\u2019s","rank_math_title":"","csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[23],"tags":[43,38,46,58817,59448],"class_list":{"0":"post-108411","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-und-design","8":"tag-aus-den-unternehmen","9":"tag-lebensmittel","10":"tag-marketing-und-design","11":"tag-pepsico","12":"tag-verpackung","13":"cs-entry","14":"cs-video-wrap"},"acf":[],"vimeo_video":null,"_links":{"self":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts\/108411","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/users\/300"}],"replies":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/comments?post=108411"}],"version-history":[{"count":0,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts\/108411\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/media\/108414"}],"wp:attachment":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/media?parent=108411"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/categories?post=108411"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/tags?post=108411"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}