Welcome Break has added the KFC name to signs at 19 of its sites to read ‘Welcome Break KFC’.
The deal with KFC bypasses laws banning roadside advertising and comes after Roadchef changed its name to Roadchef Costa Coffee.
The changeover is due to happen over the next three weeks.
George Charters, Welcome Break’s chief executive, said: "The advertising of a few key brands isn’t a distraction, although we wouldn’t want to see a situation like America where roadsides are crammed with billboards."
