Wednesday 25 May 2022 04:01 PM 'Uterus-shaped' cereal aims to normalise conversations about periods trends now
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A 'uterus-shaped' cereal has been launched with the goal of putting conversations about periods on the table.
Feminine care brand Intimina developed its raspberry-flavoured '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 wheat-based cereal — a PR stunt which won't actually ever go on sale — is dyed red to mimic the colour of blood.
Intimina claims conversations about periods are not 'truly normalised' and it wanted to 'make a statement' about the issue.
Although it won't ever be stuck on supermarket shelves, people can get a free box by contacting the Swedish company.
A survey of more than 2,000 people by the company found 48 per cent of girls and women are too embarrassed to talk about their period.
Feminine care brand Intimina developed its raspberry-flavoured Period Crunch to encourage families to discuss menstruation more openly at breakfast
The wheat-based cereal resembles the entire female reproductive system and is dyed red
Previous research has shown stigma around the time in the month can cause boys to mock girls at
