New Period Crunch Cereal Places the Menses Topic Right on the Table

Do you enjoy any kind of cereal? If yes, be prepared to enjoy a tasty snack with a philanthropic spirit. According to the Daily Mail, a bold, new breakfast item was put down on paper and is now being blasted away: A cereal in the shape of a uterus is being developed with the aim of putting discussions about periods on the table. The feminine-care brand Intimina created the raspberry-flavored Period Crunch to encourage families to talk about menstrual issues more freely at breakfast.People who think it's delicious will get an ounce a mouthful of vibrantly colored bits that “resembles the entire female reproductive system.”

Manufacturer of products such as Ziggy Cup(TM) menstrual cup that can be reused, the KegelSmart(TM) exerciser, and the Laselle(TM) pelvic floor exercise ball, Intima claims that conversations about menstrual cycles aren't “normalized.” In the case of Period Crunch, the company will “make a statement.”

What better way to encourage acceptance of an idea than by having people consume it? You might remember how Frosted Flakes normalized the fragile and undependable. The Mail clarifies the need for de-marginalizing menses as a serious one: A survey of more than 22,000 people conducted by the company showed that 48 percent of women and girls are embarrassed to talk about their periods. A majority of women, in fact, were “period-shamed.”

It's true that the conversation isn't as sloppy as it once was. Some countries are trying to incorporate period time into the paid-leave system. The cereal campaign follows Spain’s decision this week to become the very first European country to offer unpaid, unlimited menstrual leaves for women suffering from pain.

Yet, Intimina's Danela Zagar is advocating for an incredibly oppression-free reprieve. When it comes to shaming, getting up early to engage in a bit of biological breakfast talk might help to stop the flow. “[B]ecause of the ongoing stigma around menstruation, period conversations remain difficult and embarrassing for people, even with loved ones. 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.”

It’s not just the riveting dialogue. The wheat cereal–confected to color your milk–is not only socially delicious, it's also educational. A box of Period Crunch is adorned with an illustration that shows the reproductive process of females in order to educate children. King's College Hospital gynecologist Dr. Shree Datta, for one, is in awe. “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.”


Do you think you'll soon be spooning out of your box? There's no reason not to because the cereal is absolutely cost-free. While it's unlikely to remain on shelves in supermarkets, customers can still get the box for free by calling the Swedish company. Not only will you take pleasure in it, but it's also perfect for guests if Aunt Flo or Cousin Red come to visit. So, get yourself some Period Crunch. If you're not a fan of having the same breakfast each day, why not take it for a few days in a month?

 It's great to see women receiving the respect and recognition they deserve. However, let’s hope Intima's campaign isn't the beginning of a trend. Let's hope that Kix (or Count) Chocula does not change its name to create an exclusive edition that promotes prostate health.

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