KFC has left its drive to introduce healthier baked chicken products on its menu because nobody wanted to eat them.
A senior executive at the fast food chain revealed the move was a "disaster" and short-lived during a Public Health England conference.
It followed the sale of the Brazer grilled chicken sandwich launched in 2011, its 2012 Rancher sandwich and a chicken product which came out in 2015.
Jenny Packwood, head of brand engagement at KFC UK and Ireland, said, "It did not go brilliantly well.
"We were not to sustain sales.
"It's not good launching a product which looks good nutritionally but then nobody buys.
"It does not improve the health of the nation and it is a disaster."
So she reportedly said "a lot of grief" about her healthier, thick-cut chips.
However, its healthy rice box range, containing a single piece of chicken and salad, had been more successful.
"It's giving people a little bit of what they love but wrapping it up in something healthier," she said.
In June, KFC trialled a vegan burger of a Quorn fillet called The Imposter, "The Colonel would be proud of" restaurants in London, Bristol, Birmingham and the Black Country.
And in July a new vegetarian creation was introduced to the Southern Fritter Stacker.
Neither of the products appear on the company's UK website.
However, there is a Veggie Ricebox, described as "light, filling and delicious".