Last week, the world collectively groaned when PepsiCo CEO Indra Nooyi revealed that consumer insights about snacking has led her to believe that women don’t like crunchy chips and that PepsiCo (maker of chips like Doritos and Lay’s) will start making more “lady-friendly chips.” But little did PepsiCo know that Amy Schumer low-key invented silent lady chips in 2016 on her sketch show.
“They don’t like to crunch too loudly in public,” Nooyi revealed to Freakonomics Radio about what women like. “And they don’t lick their fingers generously and they don’t like to pour the little-broken pieces and the flavor into their mouth.”
Ugh, crunchy. So awful. Ugh, little broken pieces, what a nightmare. Insert collective eye roll here.
Nooyi also revealed that PepsiCo is developing chips for women that are “low-crunch, the full taste profile, [and] not have so much of the flavor stick on the fingers.”
The concept sounds a lot like the crunch-free chips Schumer came up with in a 2016 sketch on her show Inside Amy Schumer.
After PepsiCo’s lady-chips fiasco, Schumer quietly reminded everyone of her lady snacks sketch by posting the video on Instagram with the caption, “seems about right.” Schumer’s brilliant satire prodded at the shame women have been indoctrinated to feel about eating their entire lives. Schumer’s faux chip brand was called Shhhh-Nacks, and they featured “patented silencing technology,” which is excellent for women “trying to hide a hunger you can’t let anyone know about, because you’re humiliated by basic human desires.”
While Schumer’s video pokes fun at the shame that often surrounds women and food, it’s ridiculous that a giant chip manufacturer is actually indulging the idea in a real way. Hey ladies, let’s make a pact to eat our chips at full volume from now on, okay? Cool. Societal pressures be damned.