Doritos did some research, and apparently the loud crunch one can create eating Doritos was a problem they needed to tackle- when it came to women. So they created Doritos with the same flavor and less crunch - and less of that crumby seasoning that can go all over the place.
And sure enough, "Lady Doritos" have met with some... reaction. Per this article in Time, this is how it went down:
"In an interview with Freakonomics, PepsiCo CEO Indra Nooyi commented on the ways that consumer insights about gender differences are driving product development in the world of Doritos. Women, Nooyi suggested, '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.'"
"The company’s answer? The brand has been working on developing chips that are 'low-crunch' with the same 'taste profile,' but with less of the flavor sticking to fingers. 'And how can you put it in a purse?' Nooyi mused; apparently the current chip bags aren’t cutting it for the handbag wielders of the world. 'Because,' she said, 'women love to carry a snack in their purse.'"
That led to some interesting Tweets, too.
Ladies, as the old Doritos saying goes, crunch all you want. They'll make more.