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Brief Published: 12 Oct 2020

Kellogg’s Packaging to Assist the Blind

As a way to recognise World Sight Day, Kellogg’s is trialling a new high-tech packaging solution to make its cereals more accessible for the two million UK consumers who are blind or visually impaired.

To access the nutritional and allergen information printed on-pack, a code on the box can be scanned via an app designed by Spanish tech start-up Navilens. The app then reads the information aloud to the user. The on-pack code is designed to be scanned from a distance, allowing greater access for blind consumers. This is the first time this technology has ever been used for food packaging.

The boxes are also embossed with braille and all text on the packaging is printed in a large, easy-to-read font.

The packs are currently available at 60 Co-Op grocery stores across the UK, and Kellogg’s is considering rolling out the packaging innovation across more of its products should the trial be successful.

As discussed in Top Nutrition Takeaways: Vitafoods 2020, nutritional labelling on packaging is set to become increasingly important to health-conscious consumers. Some experts have expressed concerns that a lack of visually impaired-accessible packaging solutions is restricting these consumers’ ability to make informed healthy choices, as well as avoid potentially life-threatening allergens (Food Navigator, 2020).

 This isn’t the first time that Kellogg’s has made moves to make its packaging more accessible for consumers with disabilities; read Kellogg’s Autism-Sensitive Packaging for Kids. Meanwhile, for more on how packaging can be made more accessible to a wider remit of consumers, read Packaging Futures 2019/20: The Human-Centric Approach.

For further reading on the most exciting innovations in the cereals space, read Revised Breakfast Rituals.