Kellogg’s to Launch New Cereal Boxes for Blind and Partially Sighted Shoppers

The Kellogg’s cereal brand announced via Instagram that it will launch new cereal boxes that allow blind and partially sighted people to access on-package information.

The boxes will feature a new technology called NaviLens, which includes high-contrast, on-pack codes that allow a smartphone to detect and play aloud the labeling information.

The Independent explains: “Users do not need to know exactly where the code is located to scan it. It allows smartphones using the free NaviLens app to pick up the on-pack code from up to three meters distance. The shopper can choose to have the ingredients, allergen and recycling information read aloud to them as well as reading it on their device using accessibility tools.

“The new boxes will hit shelves in the UK beginning in 2022.”