The Swedish intimate health brand Intimina is promoting Period Crunch, a new product with bright red, uterus-shaped cereal pieces meant to promote menstruation conversations at the breakfast table.
While Metro noted the cereal was a publicity stunt and Period Crunch will never take up shelf space next to Cheerios at the grocery store, it appears that interested parties can request a box to have in their homes if they want. The box includes conversation prompts to inspire discussions about periods. It also has a diagram of the female reproductive system.
'UTERUS-shaped' cereal aims to normalise conversations about periods at the breakfast table https://t.co/LvpWc4cSje
— Daily Mail Online (@MailOnline) May 25, 2022
The publication noted that Intimina created the cereal after discovering that 82% of people cannot correctly identify where the uterus is, while 48% are too embarrassed to talk openly about menstruation. The company also found that 77% of respondents have never discussed periods at the kitchen table.
Intimina gynecologist Dr. Shree Datta said: “I’m delighted that Intimina has taken the bull by the horns and developed Period Crunch to help raise awareness of the ongoing social stigma around periods.”
“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,” she continued.
“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,” she added.
Period Crunch is part of the brand’s Seen + Heard period positivity campaign, which “aims to normalize and increase the visibility of menstrual wellbeing,” according to Metro U.K.
Brand spokesperson Danela Zagar said, “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 not a more normal and everyday a scene than the whole household sitting down together at the kitchen table and talking over a meal. And if period conversations were truly normalized then they wouldn’t be off this table – or off any table for that matter,” she added.
She continued, “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.”
Intimina sells menstrual cups, kegel exercisers, and feminine moisturizers on their website.