Kellogg’s New Mission for the Visually Impaired

Kellogg’s has designed a new way to find information on its cereal boxes which is intended to support individuals who have difficulty seeing.

The technology that makes all this possible is called NaviLens and is available to download on both the Apple and Play store. It is based on scanning codes by using your smartphone camera which allows information to be read aloud in audio form to customers. For example ingredients and allergens.

The code is imprinted on a black background using high contrasted colours for recognition even by the visually impaired. An advantage of this new technology is that people don’t need to know precisely where the code is but instead, can be detected by smartphone cameras from up to 3 meters.

In 2020, Kellogg’s commenced a trial in partnership with Co-op, on Kellogg’s Coco Pops boxes. According to the Royal National Institute of Blind People (RNIB), it revealed that 97% of the participants would like to see more accessibility features available on grocery packaging in the future. Due to this successful trial, Kellogg’s will be placing unique codes on all it’s cereal boxes by 2022.

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