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Yum China overhauls supply chain, marketing

Yum China announced a new marketing campaign to highlight several of its planned changes for sourcing chicken.

Yum! Restaurants China, the 5,400-plus-unit division of Louisville, Ky.-based Yum! Brands Inc., began a campaign to reassure Chinese consumers of its food safety standards with an announcement on Monday that it has dropped more than 1,000 small producers of poultry from its supply chain.

Yum China also announced a new marketing campaign to highlight several of its planned changes for sourcing chicken for its KFC, Pizza Hut and Taco Bell restaurants.

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