Fox Pepsi-Co is set to launch a "lady-friendly" version of Doritos, which will be quieter and less messy than the original.
Global Chief Executive Indra Nooyi says research shows that women and men consume the chips differently--- as females are less likely to lick their fingers or crunch loudly-- especially in public.
The new version will also come in different packaging, designed to better fit inside handbags.
Some have criticized this move, including a spokesman from the Women's Equality Party saying the idea plays on gender stereotypes.
No word yet on when the new product comes to shelves.