Uterus-shaped breakfast cereal introduced because … well, you really don’t want to know.

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.”

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.

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.”

“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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