To mark World Sight Day, Kellogg’s is today launching Coco Pops boxes for blind and partially sighted people as a trial in almost 60 Co-op stores across the UK.
The new boxes have been created in partnership with the Royal National Institute of Blind People (RNIB) and feature UK-first technology that allows a smartphone to detect a unique on-pack code and playback labelling and allergen information to the user1.
The trial comes after research from RNIB revealed that nine in ten blind and partially sighted people feel that information on food packaging is difficult or impossible to read2.
The new technology, called NaviLens, can be used both in-store and in the home. It allows smartphones to pick up an on-pack code from up to three metres distance when a blind or partially sighted shopper points their device in the direction of the cereal box. This then alerts the phone and the shopper can choose to have the ingredients, allergen and recycling information read aloud to them – as well as reading it on their device using accessibility tools.
The technology is currently used across Barcelona, Madrid, and Murcia city’s transport systems, making the cities easier to navigate for thousands of visually impaired citizens, and has now been introduced in the UK for the first time as part of the Kellogg’s trial. It’s also the first time Navilens has been used on food packaging.
If successful, the business hopes to adapt more of its cereal boxes to include this technology.
Through the journey Kellogg's has worked with such inspiring people who have supported the business in understanding the requirements needed for accessible packaging for those with sight-loss. A key voice was St. Vincent's School, a specialist school for sensory impairment and other needs, who presented what accessible packaging meant to them. Technology and braille came out as two key elements. Kellogg's is delighted to have incorporated their ideas in to its accessible packaging strategy.
If you want to find out more about NaviLens, check out their website here.
If you want to find out more about the RNIB, please click here.
1This is the first time NaviLens technology that is detected by a smartphone app for the blind community has been used on food packaging in the UK.
2RNIB My Voice (2015) https://www.rnib.org.uk/myvoice