NEW PRODUCT POST: Kentucky Grilled Chicken

In an attempt to attract health conscious consumers back to their restaurants Louisville based KFC, a subsidiary of Yum Brands, is launching its new product, Kentucky Grilled Chicken The new grilled product is served on the bone and contains far less calories, fat and sodium than KFC Original Recipe. The new grilled chicken is being tested in six cities with a national rollout planned for early next year.

“This is a transformation for our brand,” said Doug Hasselo, KFC’s chief food innovation officer. The brand hopes to build its core dinner business and strengthen lunch and snack segments.  If grilled chicken is successful it could boost KFC’s U.S. performance, which has declined in the last year.

The company says prices for grilled and fried chicken are comparable and insist that despite the marketing push for Kentucky Grilled Chicken the brand is not backing away from its famous fried chicken and have new fried items planned this summer. 

Larry Miller, a restaurant analyst with RBC Capital Markets, said KFC faces a possible “speed bump” in winning over health conscious consumers. The brand has lagged behind its competitors when it comes to offering healthier menu items. For example, Wendy’s offers a low-fat, strawberry-flavored yogurt cup with granola on its menu, Burger King offers the BK VEGGIE® Burger and McDonald’s menu offers Fruit 'n Yogurt Parfaits, their Premium Salads topped with grilled chicken and a snack size Fruit and Walnut salad.

Jayne Hurley, senior nutritionist with the Center for Science in the Public Interest said that although some KFC’s offer salads she would like to see the restaurant offer healthier alternatives for their standard side dishes which include, macaroni and cheeses and mashed potatoes with gravy.

This is not the brands first test with non-fried chicken. In 1990 KFC introduced its rotisserie-style chicken which ultimately failed due to equipment problems and long cook time.

The brand acknowledges the challenge ahead. “With Kentucky Fried Chicken being part of your name, trying to get people to understand that you have these non-fried options available now – it’s not an uphill battle but it’s certainly something we have to work on and make sure we communicate well,” said Hasselo.

The new Kentucky Grilled Chicken will be supported by TV ads in test markets which include Indianapolis, Colorado Springs, San Diego, Oklahoma City, Jacksonville, Florida and Austin, Texas. The iconic chicken bucket will also get a redesign to promote both fried and grilled chicken.

Will consumers see KFC as a healthy alternative? Or has the brand waited too long to add healthier options?

Comments

[Middleman]

In the UK, KFC has found a novel way of combatting the "health issues" associated with their fast food outlets:

http://caughtinthemiddleman.wordpress.com/2008/02/14/it-doesnt-taste-like-chicken/

[John Gillett]

KFC has become the poster child for the most unhealthy food available...the MSG and fat are only one issue -- the conditions in which the chickens are raised are shameful.

Secret recipe = too toxic to tell.

[teffjohn]

It is a good and most welcomed one.It gives easy way to share health information
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teff john

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