Carter Lay, an heir to the Frito-Lay potato chip empire, was found dead in his L.A. home Thursday.
Cops tell TMZ they got a call around noon for an unconscious male. When they arrived they found Carter in his bedroom, unresponsive. CPR failed and he was pronounced dead on the scene.
Carter was the grandson of Herman Lay -- the founder of Frito-Lay. The company is valued at $13.1 billion, according to Forbes.
An autopsy is underway. We're told there is nothing suspicious surrounding his death.
A friend of Lay tells TMZ he recently beat leukemia.
Carter, who has 2 kids, was 44.