Doritos maker recently revealed it would soon be launching a "lady-friendly" version of the crunchy, finger-licking good, triangle-shaped snack Doritos.
Why do we need gender-specific chips?
Apparently, PepsiCo, the snack food giant's parent company, has done some research and it believes it's solving a problem for women.
The company has claimed that unlike guys, women don't like eating loudly or licking their fingers in front of others.
“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," PepsiCo CEO Indra Nooyi said during an interview with Freakanomics Radio.
The company believes women would eat more Doritos in public if they could do it a little more quietly and without the mess.
"Women, I think, would love to do the same, but they don’t. They don’t like to crunch too loudly in public,” Nooyi said. "And they don’t lick their fingers generously and they don’t like to pour the little, broken pieces and the flavor into their mouth."
How will the girl chips be different?
First, the chips are going to be softer for a quieter crunch.
But don't worry, Nooyi assured snack fans that the chips will still have full flavor, without having to slurp it out from under that fresh manicure.
Oh, and apparently, they'll be specially packaged to fit nicely in your handbag.
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Who is Nooyi?
Nooyi, 62, is an Indian immigrant who graduated from Yale School of Management, according to NPR. She joined PepsiCo in 1994 and was named CFO in 2001. She was named president and CEO in 2006.
She's also one of only 27 female CEOs currently leading Fortune 500 companies, according to Forbes.