In a move toward greater accessibility for all, Kellogg Co. announced that the brand would add blind-friendly technology to its cereal packaging in the UK. The new packaging will support blind and partially sighted consumers by offering them easy access to information about the cereal, such as ingredients, food allergens, or recyclability. Kellogg Co's cutting-edge cereal packaging, which was developed in collaboration with NaviLens, will use high-contrast squares and a black background to allow smartphone cameras to easily connect to this key information through the free NaviLens app. Within the app, the information can be played aloud to the consumer or read using accessibility technology.
The announcement arrives on the back of Kellogg Co.'s trial run to integrate blind-friendly technology into its Coco Pops packaging in 2020. The inclusive cereal boxes will make their way to United Kingdom stores by 2022, starting with Special K.
Image Credit: Food Business News
Key Themes Behind This Trend
- Accessible Packaging
- More companies can develop packaging technologies designed for visually impaired individuals.
- Mobile App Integration
- Companies can collaborate with mobile app developers to create new ways for consumers to interact with product information.
- Inclusive Marketing
- Brands can increase their market segment by creating products that cater to all types of consumers, including those with disabilities.
Where This Applies
- Food and Beverage
- The food and beverage industry can create packaging technology that caters to visually impaired individuals.
- Consumer Technology
- Companies can develop accessibility technology that works seamlessly with smartphones to make life easier for visually impaired individuals.
- Retail
- Retailers can make their stores more accessible and create inclusive marketing campaigns that cater to all consumers.
