Kellogg’s supports blind shoppers with on-pack technology

By Éilis Cronin in Grocery 1st July 2021

Kellogg’s is set to add a “world-first” technology to make its entire portfolio on cereal boxes accessible to blind and partially sighted people.

The new boxes allow a smartphone to detect a unique on-pack code which will playback labelling information and allergy details.

The first packs will roll-out from January 2022, starting with Special K.

The packs were inspired by a meeting between Kellogg’s and children from St Vincent’s, a specialist school for children with sensory impairment.

The technology was first trialled in the UK last year in partnership with the Co-op, conducted by charity Royal National Institute of Blind People, which showed that 97% of participants agreed that they would like to see more of these accessibility features available on grocery packaging in the future.

Chris Silcock, head of Kellogg’s UK, said: “More than 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 is 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 company in the world to use NaviLens on packaging.

“We know it is 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.”