A feminine care brand has launched a uterus-shaped cereal to create a more open dialogue about periods during breakfast.
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The “Period Crunch” cereal is shaped like the entire female reproductive system and the pieces were dyed red to resemble the color of menstruation blood. Intimina, a Swedish-based feminine care brand that came up with the cereal, says conversations about periods are not normalized and wanted to make a statement about the ongoing issue as reported by the Daily Mail.
This is effing insane:
Cereal Killer? Feminine Hygiene Brand’s ‘Period Crunch’ Invites You to Eat a Uterus for Breakfast https://t.co/a1zsSknZbO— Diana Zilius (@DianaZilius) May 27, 2022
Although the cereal will never be released for sale, families can order the product for free by contacting the company.
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😧
Swedish women’s product conglomerate Intimina, just released its new cereal! A raspberry-flavored, uterus shaped, “Period Crunch,” to “help” bring menstruation talks back to the breakfast table. https://t.co/qRNMEK3SYb— GreyC 🔴Something Wicked This Way Comes🔴 (@Grey_Cee__) May 26, 2022
“hey Billy what are you eating?”
“Oh ummm…my mom got me this cereal…its umm..Uter-Os” https://t.co/SnnTci7DTD— Mike (@M_Forge12) May 25, 2022
Guys, everything’s gonna be OK now. We can finally feed our kids uterus cereal. https://t.co/eKINuAVrDw
— Amie Whatserface (@AmieWohrer) May 25, 2022
‘Periods are normal and talking about periods should be normal. But because of the ongoing stigma around menstruation, period conversations remain difficult and embarrassing for people, even with loved ones. There’s no more normal and everyday scene than the whole household sitting down together at the kitchen table and talking over a meal.’ said Danela Zagar of Intimina.
‘And if period conversations were truly normalized then they wouldn’t be off this table — or off any table for that matter.
“But as our research shows, conversations about periods at home are few and far between. For the sake of our physical and mental health, we need to talk more about our menstrual health – and that’s what Period Crunch cereal is designed to raise awareness of and make a statement about.”
The company also conducted a survey where they asked 2,000 people about conversations regarding periods and 48 percent said they were embarrassed to talk about it. Additionally, the girls who participated in the survey said male classmates would fun of them about their periods.
I wouldn’t want to normalize conversations about periods at the breakfast table anymore than I would want to normalize conversations about taking a sh*t at the dinner table
— Mike (@Mike0243) May 25, 2022
“Periods are a natural part of who we are, so it’s deeply concerning to hear that so many people remain uncomfortable discussing them when they are just another part of our health. It’s heartbreaking to hear that 25% of people have taught themselves about periods when there is support available. I look forward to Period Crunch kickstarting conversations and breaking down barriers over the breakfast table,” said Intermina gynecologist Dr Shree Datta.
Recently, Spain announced legislation where it was suggested that women should be able to take leave from work if they experience painful period cramps.