Lay’s unveils largest-ever brand refresh in India

INDIA – PepsiCo-owned Lay’s has announced the launch of a refreshed brand identity in India, describing it as the most significant global redesign in the brand’s nearly 100-year history.

The updated packaging will begin rolling out nationwide from the first week of March, supported by a new marketing campaign titled ‘Lay’s Ke Liye Kuchh Bhi’, fronted by Bollywood actor Ranbir Kapoor.

Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said the refresh is designed to make the brand’s quality credentials more prominent at shelf level while reinforcing its long-standing farm-to-pack positioning around potato sourcing.

Visually, the updated packs retain Lay’s iconic sun device and red ribbon but introduce “Lay’s Rays” – sun-inspired graphics radiating from the logo.

The redesign incorporates a refined logo, a custom typeface, ingredient-led colour palettes and more prominent product photography aimed at highlighting texture and seasoning.

In India, the refresh also marks a packaging material shift. The company confirmed that the new packs will transition to a polyolefin-based recycle-ready structure, developed to improve end-of-life outcomes when collected as post-consumer waste.

The move aligns with PepsiCo’s broader sustainability commitments and reflects increasing regulatory and consumer focus on flexible packaging recyclability in key growth markets.

The global redesign was first unveiled in October 2025, when PepsiCo announced that all core Lay’s products would be made without artificial flavours or colours from artificial sources by the end of 2025.

The company also detailed formulation updates across select international markets.

In the US, Lay’s Baked chips are being repositioned with olive oil and marketed as containing 50% less fat than regular potato chips, while a new Lay’s Kettle Cooked Reduced Fat Original Sea Salt variant made with avocado oil is positioned at 40% less fat. Updates to the company’s white dips portfolio are expected in early 2026.

Lay’s, present in India for more than three decades, said the refreshed identity seeks to balance heritage with clearer communication around ingredients and quality.

The redesigned packs will be available across traditional retail, modern trade, e-commerce and quick commerce platforms.

The new visual system was developed in-house by PepsiCo Design & Innovation, underscoring the group’s increasing emphasis on packaging as a strategic brand asset across global markets.

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