Indra Nooyi, the CEO of PepsiCo, which owns Doritos, was interviewed on the Freakonomics podcast recently. She said her company is making a less crunchy version of Doritos because "woman don’t lick their fingers generously and they don’t like to pour the little broken pieces and the flavor into their mouth," at least not in public. NOOYI: When you eat out of a flex bag — one of our single-serve bags — especially 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.