As a new strain of Bird Flu sweeps through China, many consumers are swearing off chicken. Yum Brands has said the epidemic has had a "significant, negative impact" on it's KFC business in the country, despite the fact that Bird Flu cannot be contracted through eating properly handled chicken. In a filing with the Securities and Exchange Commission, Yum Brands said,
"Historically in these situations, we have educated consumers that properly cooked chicken is perfectly safe to eat, and we will continue to do so."
