Why It Took Lay’s 2 Years to Redesign a Bag of Potato Chips

A peek at the design process at PepsiCo's house of crunch

Multiple bags of Lay's potato chips in various flavors
With some 25 different Lay’s flavors in the mix, redesigning all the bags took months. Photos courtesy of Lay's

Eighty-seven years ago, a Nashville entrepreneur named Herman Lay began selling chips out of the trunk of his Ford Model A. Things were relatively simple back then. Until Lay began popularizing his salty snacks around the Southeast, potato chips were a delicacy confined to the precincts around Saratoga Springs, N.Y., where (as the most credible story goes) a cook named Katie Speck Wicks accidentally dropped a peeled potato into the hot oil she was using to fry crullers. In any case, Lay’s chips sold themselves back in those days. The packaging wasn’t terribly important.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.