Doritos to Make 'Lady-Friendly' Chips The brand is launching a version of the snack...but without the crunch! PepsiCo, which owns Doritos, said the idea followed research which showed that women don't like to crunch loudly or lick their fingers in public. "Although women would love to crunch [chips] loudly, lick their fingers and pour crumbs from the bag into their mouth afterwards, they prefer not to do this in public." Global chief exec Indra Nooyi told Freakonomics Radio People slammed the idea on social media.