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

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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.,

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