As if women haven’t gone through enough this year, Doritos is taking another opportunity to single us out.

In an interview with Freakonomics Radio, the CEO of PepsiCo (Doritos’s parent company), Indra Nooyi, called attention to the brand’s next venture, which apparently includes some female-friendly snacks. And if you don’t quite understand what that means at first (or second, or third) glance, you’re not alone. According to Nooyi, Doritos seems to have found a market opportunity for said snacks, which will ultimately have less crunch and less mess for the ladylike consumer.

“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,” Nooyi explained. “Women I think 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.”

As you can imagine, the internet had something to say about what everybody is calling “Lady Doritos.” Across Twitter, there’s been quite the reaction over the gendered snack — a marketing technique that’s been tried before and has often failed.

The "Lady Doritos" thing reminds of of that really bizarre "Dr. Pepper 10" (cuz dudes don't do diet, I guess, so they found 10 calories to toss in there) that had the tag line "It's not for women!" The advertising world is weird. pic.twitter.com/CGcIO4YChL — Parker Molloy (@ParkerMolloy) February 5, 2018

Like Dr Pepper 10 (the low-calorie soft drink for men that didn’t use the word “diet”), the notion of Lady Doritos meets no real need in the food market. So why is the company attempting to create a solution for a problem that doesn’t exist? Twitter has some theories.

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Lady Doritos sums up sexism in one chemically-flavored, chewy package. Women are not to be heard. Men can be heard. Women are not to be messy. Men can get as messy as they like. Women are to settle for less. Men have no need to settle. — Isa-Lee Wolf (@IsaLeeWolf) February 5, 2018

I want to know how the Lady Doritos conversation went Bob: Hey Sharon! Doritos needs to take a stronger stance in the Me Too movement. Any ideas?

Sharon: Equal pay… perhaps more resources for women who experience harassment in the workplace?

Bob: Doritos for Ladies. Got it! — megan (@m_dot_brown) February 5, 2018

Women: We want equal pay for equal work and an end to sex discrimination in the workplace. Society: Here’s a bag of Lady Doritos so you won’t have to crunch too loudly in front of your male colleagues. — Marie Connor (@thistallawkgirl) February 5, 2018

This may seem silly to some folks but at one point or another most women are told that they're too loud, take up too much space, that we're too much. If Doritos is actually doing this it'll just represent the BS women have had to deal with at home and at work. #CrunchLouder https://t.co/ScaAD0Qf12 — Kathy Griffin (@kathygriffin) February 5, 2018

About to sit down and write an angry letter to Doritos. pic.twitter.com/CXEWt1Xb1s — Molly Hodgdon (@Manglewood) February 5, 2018

One Twitter user even asked a very legitimate question about the women-only snack.

Will Lady Doritos cost 23% less than regular Doritos? — Tim Young (@TimRunsHisMouth) February 5, 2018

Some were able to find a silver lining to the new chips.

Cheer up, gals! We may not get a lady president, but we do get lady Doritos! — (@NicCageMatch) February 5, 2018

I've heard from my inside snack sources that the new Lady Doritos bags have inspiring slogans pasted on them like "You should smile more!" and "You'll never get a husband THAT way!". — Fran Snarkenton (@KeepMNBlue) February 5, 2018

And most importantly…

The only good thing about the new quiet “Lady Doritos” is now they can’t hear us coming pic.twitter.com/irMRblNDP4 — Jessica Valenti (@JessicaValenti) February 5, 2018

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