Cereal that turns milk red to prompt talk of periods

CEREAL in the shape of a uterus has been created to encourage conversations about periods and women’s health at the breakfast table.

Period Crunch is coloured with freeze-dried raspberry powder, which gives it a fruity flavour and dyes the milk a distinctive red.

Intimina, which makes period products, has produced a limited batch of the cereal with the female reproductive system printed on each box.

It comes as a survey of 2,190 adults for the women’s intimate wellness brand revealed 48 per cent of people are too embarrassed to talk openly about menstruation and 82 per cent are unable to identify where the uterus is. Each piece of the cereal is shaped like the organ, which connects to the vagina and the fallopian tubes.

Gynaecologist Dr Shree Datta said: ‘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 kickstarting conversations.’

Intimina’s Danela Zagar said: ‘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.’

The cereal is not available to buy in supermarkets but you can register interest in trying it by emailing periodcrunch@ thisiscow.com.