PepsiCo, the company behind Cheetos, Fritos, Lay’s, and Doritos, is aware that men and women snack differently. To cash in on that data, the multinational giant is developing a series of snacks for her. PepsiCo CEO Indra Nooyi stopped by the Freakonomics podcast series The Secret Life of CEOs recently, and discussed the snacking habits of ladies with host Stephen Dubner:
“As 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 flavor, and the broken chips in the bottom. Women I think 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 generously and they don’t like to pour the little broken pieces and the flavor into their mouth.”
“[We ask:] ‘Are there snacks for women that can be designed and packaged differently?’ 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 flavor stick on the fingers, and how can you put it in a purse?”
While some news outlets are reporting that this means the imminent launch of a “low-crunch” line of Doritos, designed to fit into women’s handbags, and decidedly not finger-licking good, it’s unclear if that’s entirely true. We have reached out to PepsiCo for comment and will update as soon as we get out of the closet where we have been eating a bag of Fritos in private crunching bliss, face down in the bag, pinkies up for manners.