World leading fast food provider, KFC, has made a pledge to its Chinese consumers to develop a "new fast food". Now they've taken their first step by excluding French fries from their set meals.

KFC says it refuses to engage solely in "traditional western fast food", but instead does its best to present a "new fast food" in accordance with Chinese conditions. So they've been providing more fruits and vegetables, in an attempt to change their original image as a provider of junk food.

Many customers welcome the moves.

"It's definitely a good change. French fries have long been criticized as very unhealthy food. Before there were French fries in every KFC's set meal. Now people can choose to have them or not. Anyway, it's good to have the right of choice."

But some customers have lost confidence in western fast food after a series of food safety incidents. Mr. Shang is one of them.

"Not long ago, there was the Sudan Red dye incident. And now French fries are suspected of containing a substance that causes cancer. I no longer trust them and won't care about the new ways they promote themselves. I'd rather have some healthy and safe food," said Mr. Shang.

And some observers believe that it's just a strategy by KFC to win back customers after the Sudan Red dye incident and the still unresolved French fries question.

In March, KFC was forced to pull New Orleans-style hot chicken wings and other products from its menus in China after discovering they contained a dye banned from use in food as it could lead to an increased risk of cancer. The issue was resolved quickly, but it still had a negative impact on the fast food giant. KFC's parent company, Yum Brands' China unit reported a 30 percent drop in operating profits in the second quarter of the year.

Adding to their woes, US experts discovered early this year that French fries and other foods based on starch or sugar contain a substance that may cause cancer when the food is heated.

KFC says they will continue to provide French fries, though not in set meals, until there is a confirmed report indicating the food causes harm.

Editor: Yan