Lay’s says 42% of customers didn’t know chips are potatoes

Lay’s rebrand spotlights “real potatoes” front and center

According to Lay's, 42% of Lay’s customers reportedly had no idea their chips were made from actual potatoes. ©Image Credit: Lay's
According to Lay's, 42% of Lay’s customers reportedly had no idea their chips were made from actual potatoes. ©Image Credit: Lay's

File this one under “things you’d think everyone knew”: According to Lay’s, 42% of Lay’s customers reportedly had no idea their chips were made from actual potatoes.

The snack giant shared the stat in a press release announcing its latest rebrand, one that puts the humble potato front and center. According to Lay’s, the redesign is meant to “celebrate the farm-grown potato” and remind consumers where their favorite chips actually come from.

Yes, that means the new bags now say “Made with Real Potatoes” in bold lettering, just in case anyone was still wondering.

The packaging itself has also gotten a facelift: wood textures, warmer tones, and plenty of rustic, “farm-to-shelf” imagery. It’s a look that leans less “supermarket snack aisle” and more “local market on a Sunday morning.” The updated design will roll out across the United States in the coming months.

PepsiCo’s Vice President of Marketing for Global Lay’s, Alexis Porter, says the new look and messaging are meant to remind people of that process from the soil to the shelf, while also moving Lay’s away from artificial ingredients. The company confirmed it’s removing artificial flavors and colors from its U.S. chips as part of the refresh.

For context, Lay’s already had potatoes on its old packaging, a design that literally showed a potato turning into a chip, but apparently that wasn’t getting through.

It’s not just about looks, either. The brand’s broader revamp follows slipping sales in the U.S. snack market, where competition from baked, popped, and plant-based options has grown intense. PepsiCo, which owns Lay’s, is betting that authenticity and transparency might bring some of those customers back.

Will it work? That remains to be seen. But it’s hard not to appreciate the irony: a brand so famous it’s practically shorthand for “chips” now has to remind people that yes, those golden crisps really do come from the ground.

At least there’s comfort in knowing the message is simple and on-brand. Sometimes, the best marketing move is just telling people what’s already in the name.