Dunkin' Donuts getting rid of all trans fats?

In the spirit of recent fast food chains that have dumped trans fats for frying various products on the menu, that early-morning haunt for many doughnut fans has thrown its hat into the ring. Dunkin' Donuts has announced its plans to largely do away with using trans fats to fry its various pastry products.

The chain has announced that it developed an alternative cooking oil that is trans fat-free and will switch most of its products to using that oil soon (no specific timeframe was given).

The company made the bold statement that its menu would be laced with "zero grams trans fat" at its 5,400 U.S. locations. Is this another move to make customers healthier or cash in on the "trans fat" bandwagon for PR purposes. Both are fine in my opinion.