Apparently, women are embarrassed by crunching and finger-licking. This is such a problem, that Indra Nooyi, the CEO of the Doritos parent company, PepsiCo, said they are looking into low-crunch chips that will come in special packs designed to fit in a purse.
“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 flavour, and the broken chips in the bottom,” Nooyi told Freakonomics Radio.
“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.”
I love the sound of a good, crunchy potato chip, and I think many women do too. Because really, what’s the point of a chip if you can’t crunch it? Do I feel embarrassed when I have to lick my fingers? Not really — honestly, I use a napkin if one is around, but I’m not picky. While the idea of a purse-friendly chip pack is appealing, I’m pretty sure Doritos can simply label them as “travel-friendly” to hit all gender demographics.
“It’s not a male and female as much as “are there snacks for women that can be designed and packaged differently?” Nooyi asks. “And yes, we are looking at it, and we’re getting ready to launch a bunch of them soon. For women, low-crunch, the full taste profile, not have so much of the flavour stick on the fingers, and how can you put it in a purse?”
As much as Nooyi says it is not a “male and female” issue, it absolutely is. Gender marketing and gendered products have circulated stores for decades, and apparently the #MeToo and TimesUp movement isn’t doing anything to change how people, even female CEOs, see women. Women are dainty. They nibble on their salads and carrot sticks while waiting for their husbands to return home from work. During the Superbowl, women aren’t the ones to gobble up nachos or get messy with a pound of chicken wings. They drink fruit smoothies, right?!
Come on. Innovation and inclusivity is great, but can Doritos agree that making crunch-less chips in purse-size packaging specifically for women is a bit sexist? Men have briefcases — wouldn’t they like a smaller-sized bag of Doritos? Sure, low-crunch chips are intriguing, but can you not market them as perfect for sneaking a bite in the boardroom instead of the perfect snack for easily-embarrassed women? Why does everything have to target a specific gender? The product is chips…shouldn’t the target demographic be “people who like junk food.” Trust me, that category is universal. You really don’t have to derail it.
There is no information about the specific product — so who knows? Maybe this is just the beginning of PepsiCos brainstorming on the matter and tomorrow, they will announce Nooyi was mistaken. Or, they could really go for it and make the Doritos pink!