--- title: Lady-Friendly Doritos Did Not Go Over Well on the Internet description: Doritos is apparently working on a line of chips targeted at women who want to crunch less loudly — to the internet's bafflement. canonical: https://time.com/5133674/lady-doritos/ author: Raisa Bruner article:opinion: false article:content_tier: free article:published_time: 2018-02-05T17:22:23.000Z article:modified_time: 2023-12-12T22:19:18.000Z og:title: The Internet Thinks "Lady-Friendly" Doritos Are in Bad Taste og:description: Is this really what women want? og:url: https://time.com/5133674/lady-doritos/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt2e55e5e18fa01b01/6988fa9afb4eacc9618958ef/doritos-chips.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 3888 og:image:height: 2187 og:image:alt: Hot corn chips background og:type: article twitter:card: summary_large_image twitter:title: The Internet Thinks "Lady-Friendly" Doritos Are in Bad Taste twitter:description: Is this really what women want? twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt2e55e5e18fa01b01/6988fa9afb4eacc9618958ef/doritos-chips.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # The Internet Thinks 'Lady-Friendly' Doritos Are in Pretty Bad Taste > Sponsored content. 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The Brief is available free at time.com/newsletters, where readers can select it along with any of TIME's other six newsletters. There is no subscription required to receive it. #### Is The Brief free? Yes. The Brief is a free daily email newsletter from TIME. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes The Brief? The Brief is led by editor Richard Hall and draws on reporting from TIME's newsroom. Every edition is assembled by TIME editors rather than generated automatically.  by [Raisa Bruner](https://time.com/author/raisa-bruner/)  ## Raisa Bruner Updated: Dec 12, 2023 10:19 PM UTCPublished: Feb 5, 2018 5:22 PM UTC  Hot and spicy corn chips. Abstract food textures. Hot and spicy corn chips. Abstract food textures.AnikaSalsera—Getty Images/iStockphoto  by [Raisa Bruner](https://time.com/author/raisa-bruner/)  ## Raisa Bruner Updated: Dec 12, 2023 10:19 PM UTCPublished: Feb 5, 2018 5:22 PM UTC Food companies are always attempting to innovate and update their snacks, creating ever-weirder Frankenstein products (remember [Burger King’s “Whoperrito?](http://time.com/4443210/burger-kings-whopperrito-burger-burrito/)) and introducing novelty flavors (hello, [“firework” Oreos](http://time.com/4770605/firework-oreos/)). And then there are the products catering directly to specific consumer segments. Today’s example: new chips from [Doritos](http://time.com/money/4219887/michael-pollan-talking-money/) meant just for ladies. In an interview with [Freakonomics](http://freakonomics.com/podcast/indra-nooyi/), PepsiCo CEO [Indra Nooyi](http://time.com/3455646/pepsi-indra-nooyi/) commented on the ways that consumer insights about gender differences are driving product development in the world of Doritos. Women, Nooyi suggested, “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 mouth.” The company’s answer? The brand has been working on developing chips that are “low-crunch” with the same “taste profile,” but with less of the flavor sticking to fingers. “And how can you put it in a purse?” Nooyi mused; apparently the current chip bags aren’t cutting it for the handbag wielders of the world. “Because,” she said, “women love to carry a snack in their purse.” “It’s not a male and female as much as ‘are there snacks for women that can be designed and packaged differently?’” Nooyi further explained. They won’t be the first to have tried it; there were [those BIC pens](http://time.com/money/4360406/gender-marketing-products-pen-laundry-yogurt/item/bic-for-her-pen/) for women, too. Doritos is preparing to launch its line of tailored-to-purse-carrying chips shortly_._ And the internet had feelings about this particular gendered innovation. > [](https://twitter.com/alivingiano/status/960546324901974016) > [](https://twitter.com/ellesep/status/960540691473551360) > [](https://twitter.com/kateford76/status/960471806107930625) > [](https://twitter.com/markhoppus/status/960534819598868485) > [](https://twitter.com/LibyaLiberty/status/960534576434069504) > [](https://twitter.com/OhNoSheTwitnt/status/960547433985044486) > [](https://twitter.com/Manglewood/status/960549160759054337) > [](https://twitter.com/sammynickalls/status/960553184782618635) > [](https://twitter.com/bessbell/status/960557754241884161) > [](https://twitter.com/aureylian/status/960538161662349313) > [](https://twitter.com/NicCageMatch/status/960557193597800450) > [](https://twitter.com/OhNoSheTwitnt/status/960549160096288773) > [](https://twitter.com/EmmaWeinbren/status/960456892106641413) Following the strong reaction to the comments that the company was designing snacks with women’s different consumption habits in mind, Doritos later clarified their plans. “The reporting on a specific Doritos product for female consumers is inaccurate,” a spokeswoman told [PEOPLE](http://people.com/food/lady-doritos-not-real-pepsi-ceo-indra-nooyi/). “We already have Doritos for women — they’re called Doritos, and they’re enjoyed by millions of people every day. At the same time, we know needs and preferences continue to evolve and we’re always looking for new ways to engage and delight our consumers.” > [](https://twitter.com/Doritos/status/960668947812093952) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5133674/lady-doritos/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5133674/lady-doritos/"},"headline":"The Internet Thinks 'Lady-Friendly' Doritos Are in Pretty Bad Taste","datePublished":"2018-02-05T17:22:23.000Z","dateModified":"2023-12-12T22:19:18.000Z","description":"Is this really what women want?","url":"https://time.com/5133674/lady-doritos/","keywords":["Newsfeed","Food & Drink","viral"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt2e55e5e18fa01b01/6988fa9afb4eacc9618958ef/doritos-chips.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Raisa Bruner","jobTitle":null,"url":"https://time.com/author/raisa-bruner/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt2e55e5e18fa01b01/6988fa9afb4eacc9618958ef/doritos-chips.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Hot corn chips background","caption":"Hot corn chips background","creditText":"AnikaSalsera—Getty Images/iStockphoto","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/5133674/lady-doritos/","name":"The Internet Thinks 'Lady-Friendly' Doritos Are in Pretty Bad Taste"}}]}] ```