There is growing number of health-conscious consumers in the world, and these consumers are opting for healthier alternatives when eating out. This leaves foodservice operators with a challenge to find the balance between indulgent and healthy foods. Fast food operators are particularly challenged, as fast food already carries an unhealthy stigma. In Asia, the world’s largest consumer foodservice market, fast food chains are introducing healthier options into their menu. Burger King chains are cutting down on sodium and fat in their fries, and Kentucky Fried Chicken offers a whole grain bun for chicken sandwiches. Yu Yu Ong, Research Analyst at Euromonitor, states that more innovation will be seen in foodservice chains in an attempt to stay on top of the health trend.