In line with current hygiene advice (y'know, washing your hands, covering your mouth, er, not licking your fingers), the fast food giant have put their slogan into retirement, but have promised it will return 'when the time is right'.
"We find ourselves in a unique situation - having an iconic slogan that doesn't quite fit in the current environment," the company said, altering its packaging to pixelate out the "finger lickin'".
The company revealed its new look through a YouTube video, showing the slogan pixelated on posters and its buckets, saying: "That thing we always say? Ignore it. For now."
In March, the Advertising Standards Authority received 163 complaints about a KFC TV advert which featured people licking their fingers. The complaints claimed the advert was irresponsible as it encouraged coronavirus spreading behaviours, eventually leaving to the advert being dropped.
Catherine Tan-Gillespie, global chief marketing officer at KFC, said:
"We find ourselves in a unique situation - having an iconic slogan that doesn't quite fit in the current environment. While we are pausing the use of It's Finger Lickin' Good, rest assured the food craved by so many people around the world isn't changing one bit."
Kate Wall, head of advertising at KFC UK and Ireland, added: "How do you follow a slogan that's lasted for 64 years and is as iconic as ours? Well, we know we can do it with a little help from our friends. And you'll be hearing more from us on this soon."
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