A Swedish feminine care company has commissioned a food manufacturer to produce a cereal shaped like the female reproductive system called Period Crunch – and it’s not a Babylon Bee story.
Intimina is marketing the cereal as womb-shaped, but whatever the actual shape, the wheat-flavored cereal is meant to help normalize discussions about menstruation at the breakfast table;
“A ‘uterus-shaped’ cereal has been launched with the goal of putting conversations about periods on the table,” the Daily Mail reported.
“Feminine care brand Intimina developed its raspberry-flavored ‘Period Crunch’ to encourage families to discuss menstruation more openly at breakfast. Despite being marketed as womb-shaped, the cereal actually resembles the entire female reproductive system,” the outlet reported. “The wheat-based cereal — a PR stunt which won’t actually ever go on sale — is dyed red to mimic the colour of blood.”
‘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 company cited its own survey of more than 2,000 people which found that 48 percent of both girls and women feel uncomfortable talking about their period. Although they have no plans to distribute the cereal to grocery stores, customers can get a free box of Period Crunch by writing or calling Intimina.
More than one person on Twitter asked if the cereal will turn the milk red. If it miraculously doesn’t, then Intimina has found a breakthrough non-transferable cereal varnish that perhaps the makers of Flamin’ Hot Cheetos could adapt for use.
Does it turn the milk red?
— Ty the Typo Affishinado And Twitmo Squatter (@Ty_in_TX) May 25, 2022
Does it turn the milk red?
— Oscar the cat (@ScottWGerber) May 25, 2022
Other Twitter users wondered why in the heck anyone would think this is a necessary creation. Is there a real syndrome of families trying unsuccessfully to broach the subject of menstruation at the breakfast table? Intimina thinks so. The company claims conversations about periods are not “truly normalised” and it wanted to “make a statement,” the Mail reported.
Intimina’s 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.”
She continued, “There’s no 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 normalised then they wouldn’t be off this table — or off any table for that matter.”
If you lefties need a cereal to explain a period to your kids I think I understand why they don’t understand where babies come from.
— Queen Velvet (@TMIWITW) May 25, 2022
my kid brain would have seen those things as ninja stars, and I certainly had no desire to discuss my period w/ my mother over breakfast.
I’ll pass.
— Jean Gentry (@JeanGen09181213) May 25, 2022
Gone are the days with breakfast conversations about pink hearts, orange stars, yellow moons, and green clovers.
— Kasper (@kennywooder) May 25, 2022
“I’m delighted Intimina has taken the bull by the horns and developed Period Crunch to help raise awareness of the ongoing social stigma around periods,” Dr. Shree Datta, a gynecologist at King’s College Hospital, said, according to Daily Mail.
“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,” Datta said.
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Frank (Chip) Webster is a musician and composer, former teacher of percussion and U.S. Army Infantry veteran. He holds a degree in English from Arizona State University.
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