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.
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