A new logo, website, and package design will be given to Uglies Kettle Chips, the potato chip brand from Womelsdorf-based Dieffenbach’s Potato Chips, to hit shelves this month.

Uglies first debuted in 2017 with a mission to reduce waste, support farmers, and fight hunger by using imperfect potatoes to craft kettle-cooked potato chips. The release said the brand has upcycled more than 2,268 tons of potatoes since its inception.

The chips come in Sea Salt, Salt & Vinegar, Bar-B-Que, Jalapeno, and Buffalo Ranch, along with a new flavor — Cheddar & Sour Cream.

“The new look is a commitment to, first, portray a more compelling, and desirable personality and, second, speak more effectively to a modern audience and strengthen its on-shelf presence at national retailers,” the company said in the release.

Customers will notice a revamped potato character, Ugly, on the packaging and website. According to the company, Ugly was “born under a full moon in the potato fields of a fertile valley in southeastern Pennsylvania and is made of pure personality.”

“The revitalized character provides attitude and a fun, tongue in cheek/self-deprecating spin to combat the negative feeling the word ‘ugly’ sometimes suggests,” the release said.

The Uglies website has also been revamped. The site includes ways to find and shop for Uglies Kettle Chips including reseller resources for partnering distributors and a “where to buy” feature for consumers.