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chix3ARLINGTON, Texas — KFC’s parent company Yum Brands has quietly launched a new concept restaurant in Arlington, Texas that will take aim at Chick-fil-A.

This week, Super Chix opened with a limited menu including chicken sandwiches, chicken tenders, salads, fries and custards.

The Super Chix website describes the chicken as “hand-breaded” and says it’s free of MSG, high-fructose corn syrup and phosphates.

Some of the chain’s offerings resemble KFC rival Chick-fil-A, experts noted.

Despite being listed on Super Chix’s trademark application, Yum Brands is not listed as the owner on Super Chix’s website, according to CNBC

Chick-Fil-A took over as the top chicken chain in the U.S. in 2012.  Super Chix’s slogan is “The Last True Chicken Sandwich,” an obvious reference to Chick-fil-A’s slogan “We Didn’t Invent the Chicken, Just the Chicken Sandwich.

Read more: CNBC and AdAge

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