DES MOINES (AP) – It’s been known for more than two decades as ”The Other White Meat.” But the pork industry thinks it’s time the meat got a new slogan.

The National Pork Board plans to replace its iconic slogan after 23 years. Officials hope a new tagline can help improve sales that have been flat for decades.

Ceci Snyder is the Des Moines, Iowa-based board’s vice president of marketing. She says the current slogan is well-known but its meaning seems to be lost on most people. The slogan was developed in 1987 to tout pork’s nutritional value and versatility.

Snyder said the board won’t completely drop ”The Other White Meat” as a marketing too, but will come up with a new slogan as part of a branding campaign being launched next spring.