Doritos is preparing to launch a new version chips for women, featuring less crunch and messy crumbs so that women don’t look gross while they indulge.
“Although women would love to crunch crisps loudly, lick their fingers and pour crumbs from the bag into their mouth afterwards, they prefer not to do this in public,” global chief executive Indra Nooyi told the New York Post, pointing to research that indicates women don’t like to crunch loudly or lick their fingers in front of others.
Nooyi indicated that the company is not attempting to create a male vs. female dynamic, but is simply looking to create a product that is designed for and will appeal more to women. “We’re getting ready to launch a bunch of them soon,” she said. She added that along with the updated chips, the company will also be launching special packs of purse-friendly chips that fit nicely into ladies’ handbags.
Women’s advocates, however, aren’t pleased with the company’s announcement to make chips more female friendly, seeing the move as a bow down to stereotypes about women.
“Companies that perpetuate these tired gender stereotypes will continue to lose out on the single biggest consumer group: women,” a Women’s Equality Party spokesman told the NY Post.
“I think the idea of crisps for women is a bit daft, although I do think women are generally a bit fussier than men about these things,” said British politician Ann Widdecombe, expressing tepid support for the new product, adding that “polite crisps” may not be so bad.
The chip company also aired an ad during Sunday night’s Super Bowl, advertising its new spicy chip flavor.
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