The World: New York - KFC campaign to offer bird flu reassurances

KFC is set to launch a consumer information TV campaign to reassure customers of the safety of eating cooked chicken amid rising fears over bird flu.

Based on its experiences in China, the KFC owner, Yum Brands, is predicting a fall in sales of between 10 and 20 per cent.

In a statement, KFC said: "We, like others, are watching this closely and have been developng contingency plans which we hope we won't have to use. The World Health Organisation has been clear that you can't get the flu from cooked chicken, which is perfectly safe to eat."

Fried chicken is a $50 billion industry in the US, with each member of the population eating the equivalent of 90 pounds of chicken each year.