Following an initial trial in 2020, Kellogg’s is ready to launch its accessible boxes for the blind and visually impaired in the UK. And how it works? Well, the packaging includes a color code that can be scanned with a smartphone to reproduce the ingredients, nutritional information, allergens and other information included on the label.
Kellogg’s has decided to use NaviLens technology, which works in a similar way to QR codes: its application allows you to scan the color codes to transmit information through audio.
These boxes will begin to appear on the shelves of supermarkets in the United Kingdom at the beginning of 2022. An advance in terms of inclusion that the brand intends to share with other companies, passing on its experience to improve the accessibility of supermarkets for blind and disabled people visual.
The idea for this packaging came from a meeting between Kellogg’s and children from a Liverpool school for children with sensory disabilities. There, they set out to find a solution that would help them overcome the barriers of vision loss in everyday moments such as grocery shopping.