Indra Nooyi, CEO of Frito-Lay parent company PepsiCo,
told Freakonomics Radio that it is looking at creating special
chips just for women.
She said the new chips will be designed and packaged
differently to reduce the crunch and limit the amount of flavor
that gets stuck on consumers’ fingers.
There’s been some backlash on social
Doritos may have been trying to win over female fans, but it’s
ended up offending many of them.
In a recent interview with Freakonomics Radio, PepsiCo
CEO Indra Nooyi
said that the company is looking at ways to develop
women-friendly chips that do not leave flavor residue on fingers
and have a less audible crunch.
According to Nooyi, these are two traits of its chips that
women don’t like.
“As 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,” Nooyi told Freakonomics.
She added: “Women I think 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 generously and they don’t like to
pour the little broken pieces and the flavor into their
The news has left some fans bemused.
Some are concerned — will crunch-less chips be soggy
Rather than winning over the hearts of its female fans, it has
managed to ostracize some of them.
PepsiCo did not immediately respond to
Business Insider’s request for comment.