(KNWA/KFTA) — On your next visit to the grocery store’s chip aisle, you might notice some bags sporting a fresh new look.

Just recently, Lay’s unveiled a significant rebranding effort, marking the most extensive change in the company’s century-long history.

The brand announced its plans to eliminate artificial colors and update its logo, packaging, and marketing strategies to emphasize that each chip is made from real potatoes.

The company pointed to a study indicating that only 43% of Lay’s fans are aware that their chips are crafted from genuine, farm-grown potatoes. However, Lay’s parent company, PepsiCo, has not disclosed any specifics regarding the survey’s participants or the questions posed.

In a press release, Lay’s explained that their logo has been redesigned to feature a “warmer and more distinct” sun, complete with rays emanating from the emblem.

“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” Carl Gerhards, PepsiCo’s Senior Director of Design, Global Lay’s, said in the release. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavors in countries around the world.”

The company said in addition to the rebrand, some of its products’ ingredients will be changing as Lay’s seems to move on from seed oils.

Lay’s Baked will be made with olive oil, Baked Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil, and more are set to be announced in 2026.

The company said all core Lay’s products in the U.S. will be made with no artificial colors or flavors by the end of 2025.

PepsiCo announced earlier this year its plans to remove artificial dyes from its products.

PepsiCo recently said that Tostitos and Lay’s would be the first of its brands to make the switch, with naturally dyed tortilla and potato chips expected on store shelves later this year and naturally dyed dips due to be on sale early next year.

The Associated Press contributed to this report.