Kellogg’s is launching special cereal boxes that make them more accessible for blind and partially sighted shoppers.
The boxes will feature codes that can be scanned using an app. The NaviLens app scans the code and provides information on ingredients, allergens and recycling information, which is read out loud.
This new rollout comes after a hugely successful trial on Kellogg’s Coco Pops boxes in partnership with Co-op. The first codes will appear on Special K boxes, which will be available in supermarkets from January 2022, before the rest of Kellogg’s cereal boxes features the codes throughout 2022.
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 company in the world to use NaviLens on packaging.
“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.”
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