Do you find that women don't like to crunch?
Chips should come gendered according to the makers of Doritos. Though Doritos-brand tortilla chips has thrived since 1964, Frito-Lay just now realized that women aren’t getting the full benefit of the chips because, apparently, ladies aren’t as likely to wildly crunch on them in public as men are. Doritos’s controversial stance on how women and men eat has led to their announcement of Doritos made just for women.
Unfortunately, women aren’t very pleased about it and feel that they are being stereotyped and insulted.
The Big Decision
PepsiCo’s Global Chief Executive Indra Nooyi unleashed the concept of a “lady-friendly Dorito” that won’t have a loud crunch, oily seasoning, or obnoxiously loud foil bag because she believes that women feel self-conscious about drawing attention to themselves while eating in public. Though they enjoy the taste of Doritos, they just can’t eat them as freely as men.
“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. 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,” she told Freakonomics Radio.
She went on to say that it’s not “male and female” as it is better packaging for women.
It seems like very few people have responded positively to Dorito’s decision due to the stereotype that the company is alleging for all women. “Women aren’t encouraged to speak; they’re taught to accommodate others and to prioritize others to the extent that we aren’t even allowed to enjoy a freaking bag of chips? Can we not even have our snacks without society shushing us with a stale and less delicious alternative?” wrote Charline Jao of The Mary Sue.
She pointed out that other products like Bic’s pens for women are “unnecessarily gendered.” She was especially offended by Indra Nooyi’s quote about the new “lady chips” being able to fit in a purse.
The chipmakers also came under fire from Twitter users of all genders who lambasted the concept with humor. “To compete with Lady Doritos, Lays has designed a new chip especially for men: It requires them to understand enthusiastic consent before they can open the bag,” wrote @faithchoyce. “Instead of Lady Doritos, Doritos should create a tortilla chip so loud, it shatters glass ceilings and the patriarchy,” said @MrWordsWorth.
User @AmandaSalas believes that someone other than Indra was behind the controversial move. “I don’t have a ‘chip on my shoulder’ or anything, but #LadyDoritos…really?” she said. “Do they have less calories? Cost less money than Gentleman Doritos? Come with a wet nap, so I don’t get cheese prints on my lady pants? I bet a man created these, therefore it’s NACHO problem-right?”
We Don’t Want It
On a more serious note, feminists are pointing out that Dorito’s lady chips are one part of a larger issue and that the companies will hurt for it if they don’t change their ways.
“No doubt some male consumers will welcome the chance to have a bigger package. But the idea of shrinking products for women, no doubt for the same price, is as old as the Ad Men making these decisions,” said a spokesperson for the Women’s Equality Party.
Among all of the negative feedback, some critics suggested that Doritos leave the gendered notion out of the move and just market their new chips as “polite” or “quiet” bags.
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