With the rise in the importance of the issue of gender discrimination, it is essential that popular products such as McCoy's do not gender discrimate on their products as it suggests that women are not worthy of eating their "man crisp". The message also sets out their own guidelines of what they believe masculine is, which not surprisingly you are if you eat them. Although this seems a minor issue as compared to the overall problem , it is subtle messages like this that shape and influence the minds of the consumers which ultimately adds to the bigger issue and by no means help close the gap in gender discrimination.