Are you a fan of any type of cereal?
Prepare to enjoy a tasty treat filled with philanthropic flair.
Per the Daily Mail, a bold new breakfast food was sitting on the pad; now it’s blasted off:
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-flavored “Period Crunch” to encourage families to discuss menstruation more openly at breakfast.
Those who find it bloody good will be getting a mouthful — each brightly-hued bit “resembles the entire 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
Maker of products such as the Ziggy Cup™ reusable menstrual cup, the KegelSmart™ exerciser, and the Laselle™ pelvic floor training ball, Intima asserts conversations concerning menstruation haven’t yet been “normalized.” With Period Crunch, the company intends to “make a statement.”
What better way to encourage acceptance than having people eat the idea? Frosted Flakes was a way to make the insecure elderly more acceptable.
Mail makes it clear that de-marginalizing menses is a heavy responsibility.
According to the survey, 48% of females and 40% of men were embarrassed by their period.
Nearly half of women, in fact, have been “period-shamed.”
To be sure, conversation isn’t nearly as corked as it used to be; some countries are trying to plug periods into the paid-leave equation:
After Spain became the first European nation to offer paid unlimited menstrual leave, this cereal campaign follows.
Still, Intimina’s Danela Zagar is pushing for a profound oppression reprieve. A little bit of biological banter at breakfast could help stem the tide from shameful shaming.
‘[B]Period conversations can be embarrassing and difficult because of the stigma attached to menstruation. 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 normalized then they wouldn’t be off this table — or off any table for that matter.”
And not only is the wheat cereal — clearly confected to color your milk — societally scrumptious; it’s also educational:
Period Crunch’s box is illustrated with a diagram of the female reproductive system to help educate children.
King’s College Hospital gynecologist Dr. Shree Datta, for one, is gushing with praise:
“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. 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.”
Indeed.
Do you think that soon, you will be spooning contents from a container?
There’s no excuse not to — the cereal is actually free:
Although it won’t ever be stuck on supermarket shelves, people can get a free box by contacting the Swedish company.
And not only can you enjoy it yourself; it’s great for guests if your Aunt Flo or Cousin Red comes to visit.
Get some Period Crunch. And if you don’t like eating the same thing every morning, maybe just have it a few days a month.
It’s wonderful to see women getting the respect and awareness they deserve, but I’d prefer Intima’s campaign isn’t the start of a trend.
Let’s hope Kix or Count Chocula doesn’t amend its name for a limited edition to promote prostate health.
-ALEX
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