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Brief Published: 7 Oct 2019

Kellogg’s Autism-Sensitive Packaging for Kids


As discussed in Packaging Futures 2019/20: The Human-Centric Approach, brands are using packaging to help consumers connect with each another, thereby fostering greater social inclusion. In line with this thinking, US cereal giant Kellogg's has designed an autism-friendly packaging concept for its Rice Krispies Treats, in collaboration with American non-profit Autism Speaks.

Designed for children on the autism spectrum who respond positively to thoughtful tactile stimuli, the brand has created Love Notes – heart-shaped stickers made from textured materials, such as fleece, faux fur, satin and velour.

These can be attached to treat bars by parents and carers, who can also write a little note in the centre of each sticker as a way to bond with or reassure their child during the school day.

This concept is a great example of how multisensory design can serve as a vehicle for inclusion, personalisation and social connection.

For more on shifting priorities seen in packaging design, see Packaging Futures 2019/20 Spotlight Trend, as well as KitKat Japan's Origami Packaging Reduces Plastic and Corona's New Interlocking Beer Cans.

Meanwhile, for further reading on how food has the power to forge social connection, read Nourishing New Neighbourhoods.