Kellogg's UK to have accessibility technology on boxes

Wednesday, 08 September, 2021

Kellogg's UK to have accessibility technology on boxes

Kellogg’s UK has announced that going forward all of its cereal boxes will feature accessibility features. Blind or partially sighted people will be able to access important information on the boxes by scanning a code with their smartphone. This follows a successful trial in 2020 with the supermarket Co-op, which proved to be well received by people who used the system.

The accessibility technology that makes this work is called NaviLens. Users can scan a special code with their phone from up to three metres away. The code is composed of a black background with colourful squares, but users do not need to know its exact location on the cereal box as the NaviLens app will guide its users in the direction of the code using audio cues. Once scanned, information from the box about the cereal’s ingredients, allergen information and recycling instructions can be read aloud or displayed on the screen.

The new accessibility features will begin rolling out on boxes in 2022 and the application to scan the code is free to download. The technology is already in place in cities in Spain where it allows blind or partially sighted people to access transport information.

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