The new special cereal boxes will be provided with codes, which can be scanned using an app
Food manufacturing company Kellogg’s has announced that it will launch new special cereal boxes for blind and partially sighted consumers.
The new special cereal boxes will be provided with codes, which can be scanned using an app.
The NaviLens app has been designed to scan the code. It offers information on ingredients, allergens and recycling.
The new boxes will enable a smartphone to detect a unique on-pack code and playback labelling information to the shopper with sight loss.
Kellogg’s has launched the new product based on its successful trial of Coco Pops boxes in partnership with Co-op.
Initially, Kellogg’s will offer Special K boxes with codes in supermarkets from January next year.
Later, the food manufacturing company will continue to launch other cereal boxes with codes across the year.
Kellogg’s UK head Chris Silcock said: “Over two million people in the UK live with sight loss and are unable to simply read the information on our cereal boxes.
“As a company focused on equity, diversity and inclusion we believe that everyone should be able to access important and useful information about the food that we sell.
“That’s why, starting next year, we are adding new technology to all of our cereal boxes. I am proud that Kellogg’s will be the first company in the world to use NaviLens on packaging.”