Information such as allergen or ingredient details on food packaging can sometimes be difficult to read, especially for blind or partially sighted people. That’s why Kellogg’s has created new cereal boxes which allows customers to scan a barcode to enlarge the text written on them.
The move follows a successful trial launched by Kellogg’s last year.
The company tested the concept on Coco Pops boxes.
But now, it will roll out the bar codes on its full range of cereals.
The new boxes will appear in stores from January next year, starting with Special K.
Kellogg’s might lead the way for other food companies, especially since research shows Britons would like to see more of this kind of accessible technology.
A survey conducted by the Royal National Institute of Blind People (RNIB) found that 97 per cent of participants would like to see more features like this available on grocery packaging in the future.
Chris Silcock, Head of Kellogg’s UK, commented on the move. He 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 food company in the world to use NaviLens.
“We know it’s important that all packaging is accessible for the blind community to enable them to make shopping easier, so we will share our experience with other brands who want to learn more.”
Marc Powell, Strategic Accessibility Lead at RNIB, added: “This announcement from Kellogg’s is a real game changer within the packaging world.
“It marks a significant step-change in how big brands can put accessibility at the forefront of design and packaging decisions and be a catalyst for change.
“Important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.
“Changes like this can provide blind and partially sighted people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers.
“Designing packaging so that it works for everyone makes complete sense and we hope that other brands will follow Kellogg’s lead in making packaging information more accessible.”