The addition follows research that showed most of the decisions not to go into a KFC outlet are made by women, particularly mothers.
KFC denied the salad was predominantly an attempt to answer criticism of fast-food operators fuelling obesity rates, insisting it was merely aimed at offering the consumer more choice and improving its lunchtime offer.
However, its introduction follows similar additions at rival McDonald's, which has launched a chicken salad as part of its New Tastes Menu of healthier meals and run press ads in women's glossies promoting it (Marketing, April 3).
KFC Chicken Salad consists of chunks of chicken fillet, mixed leaf salad with cherry tomatoes, grated carrot and croutons. Customers can choose between three dressings: Caesar, low-fat French and honey and mustard.
An execution in the 'Soul Food' campaign by Bartle Bogle Hegarty will support the launch.
The ad shows a young woman in her kitchen sneakily helping herself to a piece of chicken before passing the salads outside to her friends in the sunshine.
Analysis, page 15.
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