Good news, ladies! Your Great National Chip Nightmare may be coming to an end:

More from the Telegraph:

Indra Nooyi, global chief executive at PepsiCo, which owns Doritos, has claimed that unlike men, women do not like to crunch loudly or lick their fingers when eating crisps in front of other people.

“Although women would love to crunch crisps loudly, lick their fingers and pour crumbs from the bag into their mouth afterwards, they prefer not to do this in public”, she said.

The new “low crunch” lady crisps are designed to address these concerns and will come in special packs specifically designed to fit into women’s handbags.

They can fit into women’s handbags? How convenient!

Our thoughts exactly, Janice.

We smell a winner!

However, women’s campaigners have slammed the unusual move as a “tired gender stereotype.”

A spokesman from the Women’s Equality Party said: “Companies that perpetuate these tired gender stereotypes will continue to lose out on the single biggest consumer group: women.

“No doubt some male consumers will welcome the chance to have a bigger package. But the idea of shrinking products for women, no doubt for the same price, is as old as the Ad Men making these decisions.”