Labeling: Are We Leveling With Consumers?

Early in my food science career, I heard a story about how Kentucky Fried Chicken (KFC) was creative in its new product innovation. The company’s unique method of cooking chicken delivered a terrific-tasting product. But when people ate the chicken, their hands became sticky. Initially, consumers complained and considered this a defect. Rather than simply accepting the consumers’ verdict that this was a serious defect, the folks at KFC hit upon the creative idea of making the defect a virtue wit…