During an interview with Indra Nooyi, chief executive of PepsiCo during the January 31 episode of the Freakonomics Radio podcast, the idea for Lady Doritos was brought up. This caused public outroar.
What is a Lady Dorito exactly? According to Noovi, women do not like to crunch loudly in public nor do they like to have to lick the cheesy bits off their fingers or to finish the crumbs at the end of the bag by pouring it into their mouths. Due to this, Noovi suggested the idea for Lady Doritos.
“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. For women, low-crunch, the full taste profile, not have so much of the flavour stick on the fingers, and how can you put it in a purse? Because women love to carry a snack in their purse,” said Noovi.
After a British tabloid heard about the Lady Doritos, they picked up the story and the news started circulating. Several other newspapers and tabloids picked up the story. The story then spread to social media. Many people were not impressed to hear the news. Women were especially present on Twitter, noting that they thought the idea of Lady Doritos was ridiculous and disagreeing with Noovi’s picture of how women eat the chips.
PepsiCo., company owner of Doritos, later tried to rectify the situation.
“We already have Doritos for women — they’re called Doritos, and they’re enjoyed by millions of people everyday. 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.”
There are talks that the Doritos will be evolving, however, PepsiCo has yet to elaborate on how.