Recently PepsiCo’s CEO, Indra Nooyi, released the first insight into their newest idea: lady-friendly Doritos. These chips were supposedly going to solve the issues women supposedly have with Doritos.
Commonly referred to as “Doritos, For Her,” these creations were concocted because women allegedly prefer to eat politely, especially in public.
Nooyi stated that men “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, apparently, do not do this.
The global company claimed that based on numerous consumer reports and research, females disliked the crunching, sticky Dorito dust, finishing off the crumbs, and the fact that the bag was not purse friendly. The brand claimed that the new chip would have the same taste but would not crunch as loudly and would not allow for as much flavor dust to stick to a person’s fingers.
Nooyi originally stated that the these new chips were based off insights into gender differences between consumers they had seen. But after receiving severe backlash on Twitter and other media outlets, the company issued a statement to explain the product.
“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 customers,” said a Doritos spokesperson.
PepsiCo continued on, saying that the reporting on a chip specifically designed for women was false, confusing many.
Regardless, distaste for these new chips spread quickly on the internet as well as through feminist communities. Women everywhere took to Twitter to explain their opinions on the subject.
Many felt that changing such a minute detail of women’s everyday lives, such as their crisp, completely undermines the feminist agenda of equality. One disgruntled account, @OhNoSheTwitnt, took to the app, saying, “Good news, ladies. We got a female Colonel Sanders and Doritos that don’t crunch, so feminism is cancelled. We’ve achieved equality.”
A spokesperson from the Women’s Equality Party says these new lady-friendly Doritos are playing on gender stereotypes. Many women feel that these new chips are condescending as they specifically target one gender only.
What many don’t realize is the intentions of the chip may have not malicious or even an ignorant overlook by the company, but is based on science and research. A global giant, like PepsiCo, that provides popular products would not suddenly decide to anger half of the population over a triangular potato chip without first backing their decision with data and research. However, after the initial adverse reaction, the company has remained silent on the issue other than to recant their statement. Because of this, the supposed research behind these chips may never surface.
Doritos is not the first brand to try this marketing strategy for broadening their audience. Most infamously associated with this female only product movement was BIC for her. The stationary brand released pens intended for women’s use only, the only change made was in the appearance of the writing tool. Just as Doritos was attacked, these pens were not received well by the general audience.
Lauren Johnston // Backpage Editor and Business Manager