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AdAge: Yum Brands CEO David Novak recently told analysts that grilled-chicken products would form the "centerpiece" of a turnaraound at the company's KFC's brand. The chain is testing grilled chicken on the bone in San Diego; Jacksonville, Fla.; Austin, Texas; and Colorado Springs, Colo.

Some franchisees argue that, though consumers talk about eating healthier options, their actual orders don't reflect that. Past grilled items didn't sell well, critics say.

This time around, KFC's plans to talk up the taste of the grilled products in its marketing.

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