Kentucky Fried Chicken: Tackling the Trans Fat Problem
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : BENV012
Case Length : 12 Pages
Period : 2006-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : KFC Corporation
Industry : FMCG
Countries : USA
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
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Though the lawsuit was dropped because Kraft Foods had initiated steps to reduce
trans fats in its cookies, it prompted the U.S. Food and Drug Administration9
(FDA) to announce, in July 2003, that trans fat labeling would become mandatory
with effect from January 2006.
Analysts noted that KFC's decision to switch to zero trans fat cooking oil was
indication of the growing pressure on food companies from healthcare activists
and consumer advocacy groups. Earlier, in June 2006, a retired physician had
filed a lawsuit against KFC to stop it from making use of the partially
hydrogenated soybean oil that was high in trans fats.
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Some activists said that popular fast food companies like KFC could at least
use some labels or signs to make their customers aware of the level of trans
fats in their food products. Given the growing public concern about trans
fats, in December 2006, the New York City's Board of Health voted for a ban
on artificial trans fats in food items served at restaurants and bakeries
from November 2008.
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Apart from
KFC, several other major players in the fast food industry like Dunkin'
Donuts, Burger King, Wendy's International, Inc. and Starbucks
Corporation were also in the process of eliminating trans fats from
their menu items.
Following the completion of its switchover to zero trans fat cooking
oil, in May 2007, KFC released a 15-second TV commercial that promoted
the fact that KFC's famous chicken contained zero trans fats. However,
despite taking steps to eliminate trans fats in its menu, KFC had to
confront criticism. Nutrition experts felt that eating too much food
that has been fried in oil, even if it were free from trans fats, would
also lead to obesity and heart disease. |
Background Note
KFC or Kentucky Fried Chicken, headquartered in Louisville,
Kentucky, US, is a leading chicken restaurant chain. KFC's history can be traced
back to 1930 when Harland Sanders established his first restaurant "Sanders
Court & Café" in Corbin, Kentucky, US.
In 1936, Harland Sanders was given an honorary Kentucky Colonel in recognition
of his contributions to the state's cuisine.10
In 1940, Colonel Sanders developed a recipe for fried chicken which became known
as the "Original Recipe." This recipe of eleven herbs and spices is a closely
guarded secret that is kept under lock and key in a vault in Louisville. Over
the years, this secret recipe has become one of the key features of the KFC
brand...
Excerpts >>
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