Kentucky Fried Chicken (KFC), the world’s most popular chicken restaurant chain famous for its fried chicken, is trying to reposition itself as a healthy fast food brand by offering a new grilled chicken menu. The new product has been created to appeal to KFC lovers who say they want non-fried options while staying true to the great taste of  KFC’s traditional menu.

As consumers become more and more health-conscious, many are trying to drop fried chicken from their diets. Grilled foods are considered to be healthier, as they contain less calories and fat. By expanding into grilled chicken, KFC hopes to transform its brand image into a healthy fast food restaurant so that it is able to retain its regular customers and increase their visiting frequency. At the same time, they hope to attract consumers who are not regular KFC goers. In other words, creating a healthy brand image should help the chain restaurant solidify and enlarge their market share.

In promoting the new grilled product, KFC plans to add “grilled chicken” to their storefront signs to inform people that non-fried food is also available. KFC is also sponsoring AVP (Association of Volleyball Professionals) beach volleyball league, to contribute to their healthy brand image.

Healthy eating is a trend that has influenced the fast food industry in the past few years. It will be difficult for KFC to change established brand perceptions, especially when the word “fried” is contained in their original brand name. However, with effective re-branding strategies enhanced by marketing and communication activities, KFC may be able to successfully change their brand image.