08 Feb'18

Apparently women want crisps with a quieter crunch and in smaller packets


PepsiCo, the company that owns Doritos, have suggested they will be designing crisps specifically for women that make less of a crunch noise and in smaller packets perfect for a handbag.


As quoted by the Independent, PepsiCo’s Global Chief Executive Indra Nooyoi stated on Freakonomics Radio that women ‘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 flavour into their month.’


This has sparked much discussion and bafflement with many speaking out on Twitter. Here are two example tweets:


Other brands have been criticised in the past for launching female specific products. Some of which include: BIC’s comfortable pink pen for women (reported by the Telegraph) and KFC launch a female Colonel Sanders (featured on Fortune).


In defence of Doritos, the publication Slate highlighted the fact that in the interview Nooyi was discussing her company’s ‘research into how women actually use their products, and how it is responding to those behaviours and preferences with new products’.


Yet Tracey Follows, Marketing Strategy Expert and Founder of the Consultancy Future Made suggested to the Guardian ‘Maybe the problem is with the product; that it’s just not fit for everyone, rather than being a gender-specific thing’.



Image credit: ‘Doritos new flavour’ by Funky Tee on Flickr. Licensed by CC BY-SA 2.0