For 50 years, Kentucky Fried Chicken (KFC) has attracted customers with its 'finger lickin' good' punch line, but the company has decided to ditch the slogan for a healthier one now.
The catchphrase originated by accident in the 1950s when franchisee David Harman was shown eating chicken and licking his fingers in the background of an American TV commercial.
A viewer phoned up to complain about the incident and spoke to manager Ken Harbough, who replied, "Well it's finger lickin' good."
The re-branding exercise will coincide with the introduction of healthier frying oils and meals cooked on a griddle instead of in a frier. There are also plans to show the calorie content of all items on KFC's menus from September.
""Finger lickin' good" is... very food-centric. "So Good" is still about the food, but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people," the Daily Mail quoted KFC's Martin Shuker as saying.
The chain has been working closely with The Food Network as a partner in the Department of Health's 'Responsibility Deal,' which aims to give customers greater choice.
Chains across the UK and Ireland will also stop using palm food oil and switch to healthier rapeseed oils to reduce saturated fats across its range by 25 per cent and cut food miles by sourcing it from Kent instead of Asia.