KFC unveils new hipster Colonel Sanders

KFC has given its mascot a hot and spicy makeover.

Colonel Sanders is now an Instagram influencer, losing about 40 years and as many pounds, in the fried chicken joint's latest campaign.

"Self-care is really important. It's a cliche, but it's true that when you look good, you feel good," read one post on the KFC website, simultaneously advertising a male grooming product and satirising hipsters.

"Take some space for self-care, so you look good, then you feel good, then you are more good with yourself, then you can go get your dreams. Like starting an international series of chicken restaurants."

In other posts the Colonel is seeing laying down some beats with rock band Portugal the Man, posing after a workout and enjoying the serenity of the California desert.

"I encourage all of my fried chicken fam to take some time to really do this, 'cause getting spiritually in touch with your true self in a beautiful place is a big part of my #secretrecipeforsuccess," one post said, referring to the company's famous secret herbs and spices.

The new-look Colonel even has a tattoo on his torso.

The New Zealand KFC Instagram page has kept the old-school Colonel on board, its latest post saying the Colonel is ready for the 'Game of Bones', ahead of the final season of hit show Game of Thrones.