Lay’s

Lay’s traces its origins to 1932, when salesman Herman W. Lay began distributing potato chips to groceries in Nashville, Tennessee, from the trunk of his car. In 1938, he purchased the original Atlanta-based chip manufacturer, the Barrett Food Company, and renamed it H.W. Lay & Company. The brand officially launched in 1934, and by 1944, Lay’s became the first snack food company to advertise on television. A pivotal moment came in 1965 when H.W. Lay & Company merged with the Frito Company, forming Frito-Lay, which was subsequently acquired by PepsiCo later that year.

Today, Lay’s is the world’s largest potato chip brand, sold in over 100 countries. Its core product is the classic potato chip, available in flavors ranging from original salted to BBQ, sour cream & onion, and dozens of regional varieties. The brand also produces Lay’s Stax, Lay’s Baked, Lay’s Poppables, and Lay’s Kettle Cooked. Internationally, the same chips are sold under local names: Walkers in the UK and Ireland, Smith’s in Australia, and Margarita in Colombia. Lay’s frequently runs “Do Us a Flavor” contests, inviting fans to create new flavors, which has generated limited-edition offerings like Southern Biscuits and Gravy.

Lay’s marketing is built on the iconic slogan “Betcha can’t eat just one,” introduced in 1963, emphasizing the chip’s irresistible crunch and flavor. The brand’s logo features a bold red and yellow design, often paired with a smiling sun icon. Marketing campaigns heavily feature celebrity endorsements (e.g., Eva Longoria, Paul Rudd) and user-generated flavor contests. Lay’s also leverages nostalgia and simplicity, positioning itself as the quintessential American snack. The brand is a core component of PepsiCo’s Frito-Lay North America division, which generated $23.5 billion in net revenue in 2023. Lay’s alone is estimated to generate over $10 billion in annual global sales.[edit]