Kellogg Company Adds Accessibility Technology To European Cereal Boxes

July 3, 2021: 12:00 AM EST

The breakfast cereal company (Battle Creek, Mich.) announced it will be switching its standard cereal boxes in Europe for ones that feature innovative, accessibility-minded technology for blind and sight-impaired consumers. Using "NaviLens" technology, the new boxes address the growing demand for inclusive design across all sectors, from packaging and products to physical and architectural spaces. The new technology will allow a smartphone to easily detect a unique code and play back labelling information to blind and partially sighted shoppers. NaviLens includes high contrasting-colored squares on a black background; information provided will include allergen details. The rollout follows a successful U.K. test last year in partnership with Co-op on Kellogg's Coco Pops boxes. The first accessible boxes of Special K will arrive on shelves in January, with all the firm's cereal packaging to follow.

Kieran Doody, "Kellogg's share 'game-changing' move that could transform shopping experience", Telegraph & Argus, July 03, 2021, © Gannett Company. Newsquest Media Group Ltd

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