Doritos is making a 'lady-friendly' chip that doesn't crunch — and people can't stop rolling their eyes

• Doritos is planning to launch a line of "lady-friendly" chips that will crunch less.
• According to the company's research, women don't like chips that crunch loudly in public.
• Critics see it as another silly version of products tailored for women when they don't need to be.

Doritos is planning to release a quiet-crunching version of their chips specifically tailored for women, according to the New York Post.

PepsiCo, which owns Doritos, said their research shows that women don't like chips that crunch loudly and don't like to lick their fingers when eating in front of other people.

"You watch a lot of the young guys eat the chips, they love their Doritos, and they lick their fingers with great glee," Indra Nooyi, the CEO of PepsiCo, said in a statement. "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."

PepsiCo has described the planned line of chips as "lady-friendly" and "low crunch." They will retain their triangular shape and they will come in bags designed to fit into women's handbags.

People aren't impressed with the idea.

The "lady-friendly" Doritos are the latest in gendered products, following Bic's pens for women and Aurosa's "Beer for Her."

Doritos's announcement was criticized by Britain's Women’s Equality Party, pointing out that it perpetuates gender stereotypes.

"Companies that perpetuate these tired gender stereotypes will continue to lose out on the single biggest consumer group: women," a spokesperson said. "No doubt some male consumers will welcome the chance to have a bigger package. But the idea of shrinking products for women, no doubt for the same price, is as old as the Ad Men making these decisions."

In a statement provided to reporters, PepsiCo walked back on the report that it was engineering Doritos for women.

"We already have Doritos for women – they’re called Doritos, and they’re enjoyed by millions of people every day," a representative said. "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."