KELLOGG’S is creating new cereal boxes that are more accessible to blind and partially sighted people.
Important information on food packaging, such as allergen details, can often be in print that is difficult for people with vision issues to read.
But Kellogg’s is rolling out new packaging which lets a smartphone easily detect an on-pack code and play back labelling information to shoppers.
Users can download an app and point their phone at a coloured square label on a black background on the box.
They do not need to know exactly where the code is located to scan it.
The NaviLens app will pick up the code on the packet from up to three metres distance away.
It’s free to download from Google Play or the App Store.
The app can read out the ingredients, allergen and recycling information read aloud to shoppers, or they can read it on their device using accessibility tools.
It follows on from a successful trial last year on Kellogg’s Coco Pops boxes, and now company will change its full range of cereal packaging, with the first accessible boxes of Special K appearing on shelf in January next year.
A survey by the pilot by charity Royal National Institute of Blind People (RNIB) showed 97% of the participants would like to see more of these accessibility features available on grocery packaging in the future.
Chris Silcock, head of Kellogg’s UK, said: “Over two million people in the UK live 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 that we sell.
“That’s why, starting next year, we are adding new technology to all of our cereal boxes.
“I am proud that Kellogg’s will be the first food company in in the world to use NaviLens.
“We know it’s important that all packaging is accessible for the blind community to enable them to make shopping easier, so we will share our experience with other brands who want to learn more.”
The technology is currently already used across Barcelona, Madrid and Murcia city’s transport systems, making the cities easier to navigate for thousands of visually impaired citizens.
Marc Powell, strategic accessibility lead at RNIB, said: “This announcement from Kellogg’s is a real game changer within the packaging world.
“It marks a significant step-change 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 in very small print, making it difficult or impossible for people with sight loss to read.
“Changes like this can provide blind and partially sighted people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers.
“Designing packaging so that it works for everyone makes complete sense and we hope that other brands will follow Kellogg’s lead in making packaging information more accessible.”
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