WASHINGTON (TND) — A women's intimate health company wants conversations about menstruation to never be off the table... quite literally.

Intimina, a company that provides "a comprehensive collection of products and information for women," is branching out into breakfast cereal to keep those period-centric conversations on the table.

The company announced the creation of "Period Crunch" — a box of raspberry-flavored cereal shaped like uteri — to "raise awareness of the lack of conversations about periods in the home."

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," Intimina gynecologist Dr. Shree Datta said. "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. It’s heart-breaking to hear that 25% of people have taught themselves about periods when there is support available. I look forward to Period Crunch kickstarting some difficult conversations and breaking down barriers over the breakfast table.”

The cereal was designed to resemble the "structure of a uterus" and made even more realistic when milk is poured, as the cereal quickly turns it red.

Nearly half of all people, 48% say they are uncomfortable having open conversations about menstruation, Intimina says, while 77% say they've never had a conversation about periods at the kitchen table.

“Periods are normal and talking about periods should be normal. But because 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. 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.”, said Danela Zagar Intimina’s global brand manager.

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