New cereal turns milk red to help people talk about periods

A brand new cereal known as ‘Period Crunch’ turns milk red to start conversations around women’s health and menstruation and finally break taboos.

But the colour transformation of the milk is not the only period-related aspect of the morning snack. Launched by Swedish company INTIMINA, the cereal comes in uterus shapes which are raspberry flavoured.INTIMINA is a brand which offers a range of products which are all designed to help women and their health whilst also addressing the many stigmas surrounding the topic.

The cereal was inspired by a survey wherein 2,000 adults were interviewed, revealing that almost 48% of participants were too embarrassed to talk about periods.

It also found that 77% of the surveyed people said that they never mention periods in their everyday life. Another 88% wrongly located the uterus on the body.

Aiming to educate women to better support them through all stages of life, from their first menstruation to beyond menopause, one of the gynaecologists working with the brand expressed the delight at the work the group is doing for women.

“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.”

#MaltaDaily