Doritos revealed they are about to launch a new “lady-friendly” version of the snack that is quieter to eat and much less messy.
PepsiCo, which owns Doritos, claims their research has found that women do not like to crunch loudly or lick their fingers when eating in front of others.
Global chief exec Indra Nooyi said: “Although women would love to crunch [chips] loudly, lick their fingers and pour crumbs from the bag into their mouth afterward, they prefer not to do this in public.
“You watch a lot of the young guys eat the chips, they love their Doritos, and they lick their fingers with great glee, and when they reach the bottom of the bag they pour the little-broken pieces into their mouth, because they don’t want to lose that taste of the flavor, and the broken chips in the bottom.
“Women would love to do the same, but they don’t. They don’t like to crunch too loudly in public. And they don’t lick their fingers.
“It’s not a male and female as much as ‘are there snacks for women that can be designed and packaged differently?’ And yes, we are looking at it, and we’re getting ready to launch a bunch of them soon.”
The “low-crunch” triangular snacks will be in packages specifically designed to fit into women’s handbags.
Women’s campaigners have called the unusual move a “tired gender stereotype.”
A spokesman from the Women’s Equality Party said: “Companies that perpetuate these tired gender stereotypes will continue to lose out on the single biggest consumer group: women.
“No doubt some male consumers will welcome the chance to have a bigger package. But the idea of shrinking products for women, no doubt for the same price, is as old as the Ad Men making these decisions.”
Former Conservative MP and “Celebrity Big Brother” runner-up Ann Widdecombe has cautiously welcomed the move.
She said: “I never lick my fingers in public or in private as I think it’s a ghastly habit.
“I think the idea of [chips] for women is a bit daft, although I do think women are generally a bit fussier than men about these things. I am a cruncher, but I’m fussy about where I crunch. Bully for them (Doritos), they’ve introduced polite [chips].”
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