KFC scraps “Finger Lickin’ good”

KFC is to replace its 50-year old strapline Finger Lickin’ Good as part of a wider health conscious strategy.

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In its place, KFC will use the new strapline “So Good” which it believes communicates more about the brand than its taste.

The new strapline will be rolled out in advertising in the next few months.

Martin Shuker, managing director of KFC UK & Ireland says: “So Good is much more than just a new slogan. It’s about becoming better at everything we do, including our great tasting food, the work we do with our people, and the way we operate in the local community.”

It comes as the chain plans to make changes to its menu to offer healthier choices.

It will change to rapeseed oil to reduce saturated fats in its food by 25% and show calorie content of its range on menus.

KFC is also introducing the Brazer range, which includes a lower calorie burger, tortilla-style wrap and salad – its first products that are griddled not fried.

The fast-food chain also revealed plans to invest £100-£150m in its estate and open 200-300 new stores in the UK.

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