PepsiCo's CEO Wants To Make Chips For Women That Are "Low Crunch" And Purse-Friendly — UPDATE

Ad failed to load

UPDATE: PepsiCo has released a statement: "The reporting on a specific Doritos product for female consumers is inaccurate. 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."

EARLIER:

Speaking on an episode of the podcast "Freakonomics Radio," PepsiCo CEO Indra Nooyi shared that the company is looking into creating a chip made for women. In the interview, host Stephen Dubner asked, "So is there a male and female version of chips that you’re playing with, or no?" Nooyi responded, "It’s not a male and female as much as '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." Bustle has reached out to PepsiCo for comment, and will update this post upon response; at the time of this post, no official confirmation of the development of these chips outside of the interview with Freakonomics has been made.

Ad failed to load

Prior to Dubner's question about whether there was a new brand of chip targeted at women in the works, he asked, "I understand that men and women eat chips very differently. Can you tell us the differences?"

Nooyi responded, "When you eat out of a flex bag — one of our single-serve bags — especially 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 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."

She further clarified, "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? Because women love to carry a snack in their purse. The whole design capability we built in PepsiCo was to allow design to work with innovation. Not just on packaging colors, but to go through the entire cycle, and say, 'All the way to the product in the pantry, or how it’s being carried around, or how they eat it in the car, or drink it in the car, what should be the design of the product, the package, the experience, so that we can influence the entire chain?'"

Ad failed to load

(The full transcript of the interview is available on Freakonomics here.)

Nooyi's comments have caused some debate online; namely, that a chip that is "low-crunch" and doesn't stick to fingers as much is made for women in the first place, rather than the population at large.

Ad failed to load

That being said, some users point out that a "low crunch" chip would, objectively, be an option worth offering consumers — that is, both male and female.

Ad failed to load

Nooyi, for her part, expresses later in the interview that changes to PepsiCo products are made in service of the consumer. "I want to be clear on one thing. Our business leaders all run their own businesses. I don’t run their businesses. But what I do do is I’m constantly out there in the marketplace looking to see how our products look on the shelf," she said to Freakonomics. "Then I come back and I talk to my people about what I saw was good, and what wasn’t really good, to push them to higher levels of performance especially versus competition. We have to look at the product all the way to the retail shelf. Maybe sometimes to the consumer’s pantry at home. And that’s what caused us to even do home visits at times, to really figure out how the consumer stocked the product. Is our package size right? Is it suitable to the refrigerator sizes that people have in their homes in various countries?"

It is important to note that beyond this interview, the existence of what some of the internet has now dubbed "Doritos for women" has not been officially confirmed by PepsiCo; perhaps the early reaction from the intended audience will shift an approach toward less gendered marketing, should this "low crunch" chip ever come to fruition.

Ad failed to load
Must Reads

Here's Your Horoscope For Memorial Day Weekend

We’re constantly fascinated by what our zodiac sign says about our lives, whether it's which signs are most compatible or how each sign handles conflict in relationships. That's why Bustle has enlisted Mecca Woods, a New York City-based astrologer of…
By Mecca Woods

These Are The Absolute Best Memorial Day Sales This Year

Get your credit cards ready, because this year's fashion and beauty Memorial Day sales might just be the best ones yet. There's not only major savings for the holiday, but some of the savings start days before. You know, so you can spend the entire w…
By Kali Borovic

Everything Leaving & Coming To Netflix In June To Help Get Your Summer Started

Summer is right around the corner, and so is another batch of streaming options to get excited about. On Wednesday, everything leaving and coming to Netflix in June 2018 was announced by the streaming platform. And don't worry, there's something for …
By Jamie Primeau

These Are The Beauty Products That Came Out In May That You DEFINITELY Need On Your Radar

For beauty lovers, months aren't just months: They're 28 to 31 day periods, wherein any and all product and brand launches can happen — and when they do, it feels like your birthday, no matter what time of the year you were actually born. The May 201…
By Amanda Richards

The 5 Rom-Coms You Need To Read This Summer, According To Someone Who Writes Them

'Tis the season for rom-coms. The weather is warm, the sun is shining, and everyone is rocking the flirtiest items in their wardrobe. I don't know about you, but summer always takes me back to my teenage years — and that automatically makes me want t…
By Cristina Arreola

11 Tiny Sunglasses That Will Make You Look Even Cooler Than Kylie Jenner

You know what they say — the tinier the sunglasses, the more stylish the outfit. OK, that's not really a saying, but it seems to be the case these days. Basically every celebrity, model, and It person has been spotted sporting tiny sunglasses as part…
By Sara Tan

I've Paid $18,000 To A $24,000 Student Loan, & I Still Owe $24,000

It all became real the summer before my senior year of college. It was 2010, and my home phone still had a cord, which I wrapped around my fingers as I waited not-so-patiently for the apathetic representative on the other end to tell me the bad news …
By Kaitlyn Cawley

12 Personality Quizzes That Will Help You Determine Your Exact Strengths

Learning more about yourself can be tough. It's so easy to observe others to learn what makes them tick, what areas they really excel in, and the things they could be better at. Doing that to yourself, however, is a whole different story. That's exac…
By Jessica Booth

5 Brand New Short Story Collections You Can Finish In One Sitting This Weekend

Since 2013, May has been known by book-lovers by another name: Short Story Month. If you're ready to kick off this year's celebration the right way, make sure to pick up a short story collection to read over the weekend. Modern life moves more than …
By Sadie Trombetta

I Got Styled By 'Queer Eye's Tan France & Realized I Still Have A Lot Of Fashion "Rules" To Unlearn

When I walked into a New York City Express store on May 2 to get styled by Queer Eye's Tan France, I was ready for anything. And I mean truly anything. I am such a massive fan of the show and Tan that if he had instructed me to wrap myself in tin foi…
By Olivia Muenter

It Isn’t Bad To Have A “Princess Fantasy” — Mine Made Me The Woman I Am Today

What do you want to be when you grow up? If you were anything like me as a kid, at some point, the answer to that question was "a princess." Thanks to good old-fashioned gender stereotypes, most little girls born in the '90s (and even now) grew up in…
By Nicole Pomarico

Here’s How To Get A FREE 30-Minute Facial At Sephora That Sucks Your Pores Clean

Sephora has long been a mecca for both serious and amateur beauty lovers alike, where they not only have makeup artists that help answer questions about products, but free samples to let you play with new collections. But now they have upped the ante…
By Marlen Komar

Kris Jenner Is FINALLY Launching A Makeup Line With Kylie

Maybe you don't have a favorite sister of the Kar-Jenner clan, and that's perfectly fine. The one thing you can't deny, though, is that when it comes power, no one in that family has more than the world famous momager. Now, Kris Jenner x Kylie Cosmet…
By Shea Simmons

This Kendall Jenner “Diva” Moment Is Really Being Taken Out Of Context

The fashion always takes center stage at the Met Gala, but there's usually a little drama, too. And this time, a member of the Kardashian-Jenner family is involved. People are buzzing about how Kendall Jenner shoved someone at the Met Gala, but after…
By Nicole Pomarico

Feel Like You've Seen Everything On Netflix? Add These Movies To Your Watch List

The weekend may feel too far away, but if you're lacking formal plans, a Netflix marathon session is always a good idea. If you're an avid viewer, however, you probably feel like you've seen everything the streaming platform has to offer already. In …
By Ashley Rey

Hillary Clinton Says She's Ready To Fight Like A Republican — EXCLUSIVE

Hillary Clinton Is Not Going Away Quietly. Can Hillary Clinton Please Go Quietly Into The Night? Unlike Losers Before Her, Clinton Is Not Going Gently Into the Night. These headlines, which appeared in various news outlets over the course of the last…
By Catherine Thompson and Jenny Hollander

Here's The Very Best Time To Book Your Summer Vacation If You're Trying To Save Money

Summer is a great time to travel, for obvious reasons. The weather is better. Many offices are more lax about time off. If you have kids, they’re out of school. But there’s one very important element that makes summer not a great time to travel: Cost…
By Emma McGowan
)}