Doritos’ Plan to Launch Quieter, ‘Lady-Friendly’ Chips Earns Twitter Backlash

A Doritos ad is displayed on the screen during Super Bowl XLV at Cowboys Stadium in Arlington, Texas, on February 6, 2011. Photo by Tom Pennington/Getty Images

Twitter users are up in arms after Doritos, the chip brand famous for the messy, crunchy triangular snack, announced it would be launching a quieter, "lady-friendly" chip. 

"OMG thank you @PepsiCo! I spent 26 years not being able to enjoy a snack because they’re so manly and big, but now I’ll be able to eat them with my tiny fragile hands! Feminism has finally achieved something!" Lara Mendonça said in a sarcastic Sunday tweet. 

PepsiCo, the parent company of the Doritos brand, said that a new bag would also be designed for the less-messy chips so that women could more easily tote around the snack in their handbags. The food and beverage company claimed that research showed women do not like crunching their snacks or licking their fingers, according to The Sun.

"They 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," PepsiCo global chief executive Indra Nooyi said in an interview with Freakonomics Radio last week, adding that women love to carry snacks in their purses.

Nooyi also said in the interview that PepsiCo was getting ready to launch other snacks with women in mind soon. 

However, Nooyi's claim has been challenged by Twitter users who say they will eat the chips loud and proud.

"In response to Doritos lady friendly crisps I shall be eating the biggest crisps I can find crunching really loudly burping and carrying a packet of crisps as a handbag," Twitter user Kate Ford posted Sunday. 

"Unless the lady-friendly Dorito flavors are Equal Pay, Autonomy Over Our Bodies, and No Means No, I’m not interested," said another Twitter user with the handle OhNoSheTwitnt.

A spokesperson from the U.K.'s Women's Equality Party told The Sun that the move to make chips with women in mind perpetuated "tired gender stereotypes."

Doritos' parent company PepsiCo aired a commercial Sunday night that featured two of its most beloved game-day brands, Doritos and Mountain Dew. The ad featured Game of Thrones actor Peter Dinklage with the voice of artist Busta Rhymes for Doritos Blaze in a rap battle against Morgan Freeman dubbed with the voice of artist Missy Elliott for Mountain Dew Ice.  

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