A Taste of Smart Accessibility by Kellogg’s

Global brand, Kellogg’s, has announced new technology that will boost the accessibility of their product packaging for disabled shoppers with visual impairments.  They’ll soon be incorporating striking codes on the design of their cereal boxes to work in conjunction with shoppers’ mobile phones.  The codes will read out loud essential information about the product to potential buyers.  It’s another step forward in helping everyday items and services become more accessible for disabled people.

Thinking ON the Box

The cereal makers will soon become the first business in the world to feature an eye-catching code on every cereal box that will be detected by the so-called, ‘NaviLens’ app.  Looking similar to a QR code, the symbol stands out in high contrast to make it easier for those with visual impairments to identify.  Once the NaviLens app has been downloaded to their mobile phone, the shopper can scan the code on the box and essential information about the product such as ingredients, allergens and recycling information will be read out loud.  Before committing to the new roll out, Kellogg’s undertook extensive research and trialling of the new feature with the help of the Royal National Institute of Blind People (RNIB).  The results showed that 97% of people surveyed with sight loss wanted to see more of the innovative new design on the shelves at their local supermarket.

From Transport to Table

While this will be the first time we’ve seen the technology in UK supermarkets, the NaviLens app has been well established in Spain’s public transport system.  For the past two years, the NaviLens app has helped travellers with sight loss in cities like Madrid read essential signs on public transport and navigate independently around the city.  Now the technology is set to be used in shops across the UK, Kellogg’s is hoping to lead the way and encourage other companies to take more notice of the needs of disabled customers.  While there are many useful aids for some disabled people, such as wheelchair accessible vehicles to help wheelchair users with their independence, there are fewer aids widely available for those with sight loss.  Hopefully the NaviLens will buck this trend.

Roll Up for the Roll Out

There are still a few months to wait for the launch of the new box design, but Kellogg’s have confirmed that NaviLens linked codes will start to appear on Special K packaging from January.  The roll out will continue throughout their entire range of cereal boxes during the rest of 2022, by which time it’s hoped that other brands will follow suit.  Marc Powell from the RNIB spoke about the project and his hopes for the future of accessible shopping.

He told Metro Online: “Important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.  Changes like this can provide blind and partially sighted people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers.  Designing packaging so that it works for everyone makes complete sense and we hope that other brands will follow Kellogg’s lead in making packaging information more accessible.”