Popular snack brand Doritos has announced it will release a "lady-friendly" version of their classic chip that is quieter to eat.
PepsiCo, which owns Doritos, says their customer research has found women don't like crunching loudly or messily in public.
Global chief executive Indra Nooyi told Freakonomics Radio the company is preparing to launch a range of new "low-crunch" products targeted to women.
"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 flavour.
"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."
"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."
The quiet snack will come in a smaller packet designed to fit into a woman's handbag.