Came across this site with some images/discussion about explaining and understanding ideas around dividing fractions.
Twitter also had some good discussion of this very idea here.
A step back from there – Michael Pershan has a page dedicated to building understanding of fractions, targeted for helping teach middle school students or those needing to revisit the concepts.
Robert K has a page dedicated to an activity on fractions working with a ‘real-life’ example of butter; or there is a making math moments page on a ‘pizza party‘ all about dividing fractions.