One of the most famous advertising slogans of the world will not be there any more. Since the decade of fifty’s KFC or Kentucky Fried Chicken, has called its meals as “finger lickin’ good” , but, in a seeming attempt to keep up with healthier eating trends, will now use the phrase “So Good”.
KFC has promised to display the calorie count of its main items. It also promised to launch its first grilled product and will use rapeseed oils to reduce saturated fats.
The smiling face of Colonel Harland D Sanders will not be bringing healthy eating to mind and the idea that KFC, the fast food chain he founded in the 1950s, may be a force for good in society can mean too much for many people to swallow.
That is what the company wants to achieve, however, and why it is dismissing its 50-year claim that its chicken fillets and burgers are “Finger Lickin’ Good”.
The new slogan, “So Good,” has the objective to highlight the other things that the company does and that it believes are beneficial. It must be said that this supplier of popcorn chicken and zinger burgers is not alone in trying to change with the times.
With customers constantly getting Warnings about an “obesity epidemic” and relentless health education programs, are demanding healthier options, while regulators from the (WHO), World Health Organisation to the UK’s Food Standards Agency are creating pressures on food companies to clean up their act.
The most innovative element in KFC’s changes, for example, is the first promise by a major fast food chain to show the calorie content of every item along with the prices on the menu boards above counters.
By Sanjeeb Banerjee