The slogan originated by accident in the 1950s, when franchisee Dave Harman was featured eating chicken in the background of a US TV commercial.
A viewer phoned up and complained to manager Ken Harbough that Harman was licking his fingers, to which Mr Harbough responded: "Well it's finger lickin' good." The phrase became KFC's slogan and one of the most immediately recognised. It is to be replaced by the shorter "So Good" catchphrase to proclaim a message that the taste of Colonel Sanders' top-secret coatings is just part of what goes to make KFC's food appealing and beneficial.
"'Finger lickin' good' is very good but it's very food-centric," says Martin Shuker, chief executive of KFC UK and Ireland.
"'So Good' is still about the food but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people and our community," adds Shuker.
The marketing change comes alongside a planned health move to show the calorie content of all items on KFC's menus from September.