Burger King is doing away with its 'Have It Your Way' slogan in favour of a new one that emphasises the individual.

'Be Your Way' replaces 'Have It Your Way' after 40 years and is all about celebrating differences, the fast food chain explained in a statement.

"[People] can and should live how they want anytime. It's ok to not be perfect ... Self-expression is most important and it's our differences that make us individuals instead of robots," the statement read.

The new slogan has already been introduced in the US, where it rolled out in TV adverts on Monday night.

BK's senior vice president of global brand management, Fernando Machado, said in an interview that the switch was because 'Have It Your Way' focused on customising the product, while 'Be Your Way' was about connecting to the customer's lifestyle.

He also noted that the 'Have It Your Way' slogan had not been actively used for some time in the US.

The slogan change comes at a time when the fast food giant is fighting for market share against increasingly popular health food eateries and changing consumer tastes.

"We want to evolve from just being the functional side of things to having a much stronger emotional appeal," says Machado, according to the Associated Press.