Roll Out of Kellogg’s Accessible Cereal Boxes with NaviLens Technology

On Thursday 1 July 2021 Kellogg’s announced that they will be rolling out the NaviLens technology across all their cereal boxes from January 2022 making them accessible for blind and partially sighted people. 

Food packaging information such as ingredients and allergen details are often in print that may be difficult for blind and partially sighted people to read. Kellogg’s new boxes will allow a smartphone to easily detect a unique on-pack code and playback labelling information to visually impaired shoppers as they scan the supermarket shelves.

Connect Radio’s Toby Davey caught up with Mark Powell, RNIB Strategic Accessibility Lead who worked closely with Kellogg’s to find out more about this game changer for visually impaired shoppers.

Mark began by explaining to Toby about the success of the recent Kellogg’s NaviLens trial, outlining some of the feedback from the trial and why Kellogg’s decided to roll out the NaviLens technology across  all it’s serial boxes starting with Special K in January 2022.

(Image shows RNIB logo. 'RNIB' written in black capital letters over a white background and underlined with a bold pink line, with the words 'See differently' underneath)