If you’ve strolled through the chip aisle recently, you might have noticed something a bit different about Lay’s packaging. These iconic snack bags are undergoing a significant transformation, marking the most substantial rebranding effort in the company’s century-long history.

Earlier this month, Lay’s unveiled plans to revamp its image, focusing on a fresh look that emphasizes the natural ingredients behind its beloved chips. Central to this makeover is the removal of artificial colors and a complete redesign of the logo and packaging. The new branding aims to highlight the fact that every chip is made from real potatoes.

Interestingly, this change comes on the heels of a study that revealed a surprising statistic: only 43% of Lay’s enthusiasts are aware that the chips are crafted from real, farm-grown potatoes. While Lay’s parent company, PepsiCo, has not provided details about the survey’s methodology or the demographic of respondents, the findings clearly sparked the need for a more transparent brand image.

As part of the rebranding, Lay’s has introduced a refreshed logo. The updated design features a “warmer and more distinct” sun, with rays emanating from the logo, symbolizing the brand’s commitment to its natural roots and reinforcing its connection to the earth.

Lay’s said in a news release that its logo was recreated to show a “warmer and more distinct” sun with rays that beam from the logo.

“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.