Cereal That Turns Milk Red Launched To Help People Talk About Periods

A new cereal, known as ‘Period Crunch’ turns milk red to start a conversation around women’s health. 

Well, that’s definitely one way to start off the morning chatter.

Along with turning milk red, the cereal also comes in uterus shapes that are ‘raspberry flavoured’ to really crunch menstruation taboos, launched by the Swedish company INTIMINA.

We created #PeriodCrunch to encourage families to discuss menstruation more openly, even at the breakfast table.
"If periods were truly normalized then they wouldn't be off this table - or off any table for that matter." ✊🩸#MHD2022 https://t.co/KQJdYdA3Q3

— INTIMINA (@Intimina) May 28, 2022

INTIMINA is a brand that offers a range of products exclusively designed to benefit women’s health while removing the stigma of talking about periods. 

They also aim to inform and educate women to better support them through every stage of life, from their first ‘menstruation to beyond menopause’.

Yahoo Life! reports that Gynecologist Dr Shree Datta, who works alongside the company, says there’s a lot of hesitation when speaking about women’s reproductive organs: "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 added: “It’s deeply concerning to hear that so many people remain uncomfortable discussing (periods) when they are just another part of our health. I look forward to Period Crunch kick-starting conversations.”

The cereal was inspired by a survey where 2,000 adults were interviewed, revealing that almost half (48 per cent) of participants were too embarrassed to talk about periods.

It also found that 77 per cent of surveyed people said that they never mention periods in their everyday life.

88 per cent also incorrectly located where the uterus was on the body. 

A spokesperson for INTIMINA Danela Zagar hopes the new breakfast food will ‘normalise’ period dialogue.

She said: "There’s not a more normal and everyday 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.

"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."