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KFC launches China campaign to rebuild brand

8:15 PM, Feb 24, 2013   |    comments
A woman passes by a Kentucky Fried Chicken (KFC) outlet in Shanghai on January 9, 2013. Chinese customers of KFC, the biggest fast food chain in the country, said they would still patronise it despite a government food safety investigation which has hit sales. US-based Yum! Brands Inc., whose portfolio includes KFC and Pizza Hut, said this week that sales in its key China market were forecast to fall more than expected in the fourth quarter in the wake of the probe into excess antibiotic levels
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BEIJING (AP) - KFC has unveiled new quality control measures in China in an effort to rebuild its battered brand after a scandal over misuse of antibiotics by its suppliers to fatten poultry.

KFC said Monday it will strengthen oversight of its suppliers and expand drug testing. It said more than 1,000 small producers used by the company's 25 poultry suppliers have been eliminated from its network.

The company, owned by Yum Brands Inc., says sales in China might fall by as much as 25 percent in the current quarter after state television reported in December that poultry suppliers were using excessive levels of antibiotics to fatten chickens.

KFC is China's biggest fast-food chain with more than 4,000 outlets. China accounts for about 40 percent of KFC's profit.

(Copyright 2013 by The Associated Press. All Rights Reserved.)

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