1991 | KFC gets coy about an F word

In the early '90s, as the war against fat in the American diet heats up, the bird-in-a-bucket chain changes its name to KFC, ostensibly to downplay the "fried" factor. In 2004, Slate.com notes that the company has begun using the phrase "Kitchen Fresh Chicken." In 2009, a menu item, KGC—Kentucky Grilled Chicken—gains its own Facebook page, though in early 2012 there are only two posts (and a comment saying KGC is "the shiznit"). Still, KFC's biggest marketing sensation turns out to be something entirely different: the 2010 introduction of the infamous Double Down—two pieces of fried chicken, bacon, cheese, 37g fat, and 1,880mg sodium.