News

KFC debuts Toasted Wrap, ad campaign

February 24, 2008

LOUISVILLE, Ky. — KFC has launched its newest menu item, the Toasted Wrap, with "Touch Tests" across the United States. The wrap features a grill-pressed flour tortilla filled with a crispy all-white meat chicken strip, lettuce, pepper mayo and topped with a three-cheese blend.

The Touch Test asks consumers which sandwich wrap they would rather eat based on touch alone, KFC's new warm Toasted Wrap or an un-toasted wrap. KFC is conducting Touch Tests in Chicago, Miami and Columbus, Ohio. Touch Test research teams also are traveling to Phoenix, Ariz., and International Falls, Minn., the hottest and coldest cities in the country, to collect data on consumers' temperature preferences.

A recent poll reveals that 89 percent of consumers said that given a choice, they prefer their lunch warm and toasted, according to a news release.

Visitors to KFC's Web site can measure their preference for toasted options. The interactive site includes games and a downloadable coupon for the Toasted Wrap. Site visitors also have a chance to win a vacation for two to the Bahamas.

The Toasted Wrap is the first new product launched under KFC's new advertising campaign featuring the tag, "Life Tastes Better with KFC."