• The Wall Street Journal, Wednesday, February 6, 2008 11:45 AM

Acknowledging that its major U.S. businesses are in need of rejuvenation to meet changing consumer tastes and to fend off tough competitors, Yum Brands will restructure KFC sometime next year with non-fried chicken as "the centerpiece of our overall brand transformation," according to CEO David Novak.

KFC, formerly Kentucky Fried Chicken, has dabbled with non-fried fare before, with mixed results. Its core business remains fried chicken on the bone. But disappointing sales indicate a need for dramatic change, Novak says, including "a more youthful and contemporary image."

New advertising as part of that campaign will appear later this month; no details were disclosed. Some "signature beverages"--as yet unnamed--are in the works, along with an array of grilled and portable foods. Coming soon is a value-priced toasted wrap, to be followed by what was described only as "another grill-pressed portable product" to boost lunchtime traffic.

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