May 24, 2013

Industry News | July 9, 2012

KFC Debuts Bite-Sized Original Recipe Chicken

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KFC, Menu Development, Menu Innovations

In what the brand is calling its biggest product launch since Kentucky Grilled Chicken, KFC today introduced Original Recipe Bites. The new menu item is bite-sized chicken at its very best.

Combining the Colonel’s signature Original Recipe blend of 11 herbs and spices with big bite-sized pieces of 100 percent breast meat chicken, Bites are freshly prepared and hand breaded, just like KFC’s world-famous Original Recipe chicken on the bone.

“Only KFC could introduce big, bite-sized chicken with the famous flavor of Original Recipe,” says Jason Marker, chief marketing officer for KFC U.S. “With the introduction of Original Recipe Bites, bite-sized chicken has finally grown up. They’re big, tasty pieces of bite-sized 100 percent breast meat chicken that will be a hit with adults as well as kids.”

Supported by a fully integrated marketing plan, which includes national advertising, public relations, and digital/social media, the launch of Original Recipe Bites targets consumers who are craving bite-sized chicken for their grown-up tastes.

The concept of “bite-sized chicken, all grown up” is captured in the national TV commercial that begins airing today. The commercial features a man in his late 20s who still lives in his basement and is about to be kicked out by his disgruntled parents who think it is time he grows up and moves out.

However, just as the dad is about to give the command, he tries one of his son’s Original Recipe Bites. He is quickly impressed by his son’s sound choice in bite-sized chicken, recognizing that his son is grown up after all.

Original Recipe Bites are available in both six- and 10-piece portions, and can be ordered either a la carte or in a Combo. Combos include a side item and a medium drink. For a limited time, the six-piece combo is only $3.99, at participating restaurants nationwide.