A famous snack maker plans to create a “soft crunch” version of its products aimed at female customers.

Frito-Lay Doritos’ parent company PepsiCo said on a podcast of Freakonomics Radio that it recognizes the need for a soft-crunch Doritos for the ladies.

CEO Indra Nooyi said during the interview that the new chips would have a less-audible crunch and greater flavor. They would also leave less stains on fingers, allowing women to keep their hands clean and tidy.

“They [women] 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,” said Nooyi.

For a proper lady, some codes of conduct are apparently observed and they do not include eating like a man in public. However, some may argue this point, given modern trends.

Nooyi added, “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.” /ra

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