Kellogg’s praised for ‘game-changing’ decision that could transform the shopping experience


Kellogg’s announced a “world first” by adding technology to cereal boxes to make them accessible to people who are blind and visually impaired.

The new technology will allow a smartphone to easily detect a unique code and read the labeling information to blind and visually impaired buyers.

The new technology, called NaviLens, features high contrast colored squares on a black background and the information provided will include details about the allergens.

Users will not need to know where the code is for the scanner as it allows smartphones using the free NaviLens app to retrieve the code on the packaging up to a distance of three meters.

The buyer can choose to read ingredient, allergen and recycling information aloud, as well as read it on their device using accessibility tools.

The technology is currently being used in the transport systems of the Spanish cities of Barcelona, ​​Madrid and Murcia to help visually impaired citizens orient themselves better.

The first accessible boxes of Special K hit shelves in January, followed by all of the company’s cereal packaging.

The idea follows Kellogg’s meeting with children at St Vincent’s, a specialist school in Liverpool for children with sensory disabilities, in 2019, with the company giving students credit for raising the issue.

Kellogg’s said it hopes other brands may also work to make supermarkets more accessible to visually impaired people.

It follows a successful trial in the UK last year in partnership with Co-op on Kellogg’s Coco Pops tins.

An evaluation of the pilot project by the Royal National Institute of Blind People (RNIB) charity found that 97% of attendees agreed that they would like to see more of these accessibility features available on grocery packaging at the to come up.

Chris Silcock, Director of Kellogg’s UK, said: “Over two million people in the UK are living with sight loss and are unable to simply read the information on our cereal boxes.

“As a company focused on equity, diversity and inclusion, we believe that everyone should be able to access important and useful information about the food we sell.

“That’s why, starting next year, we’re adding new technology to all of our cereal boxes.

“I am proud that Kellogg’s is the first company in the world to use NaviLens on packaging.

“We know it is important that all packaging is accessible to the blind community to enable them to make shopping easier, so we will be sharing our experience with other brands who are interested in learning more.”

The movement has been described as a “game changer”.

Marc Powell, Head of Strategic Accessibility at RNIB, said: “This announcement from Kellogg’s is a real game-changer in the packaging world.

“This marks an important step in how big brands can put accessibility at the forefront of design and packaging decisions and be a catalyst for change.

“Important information on packaging can often be written in very small print, making it difficult if not impossible for people with visual impairments to read.

“Changes like this can provide blind and visually impaired people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers.

“Designing packaging to work for everyone makes a lot of sense and we hope other brands will follow Kellogg’s lead in making packaging information more accessible. ”

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