Kellogg’s Will Start Rolling Out AccessIble Special K Packaging in 2022

3 boxes of Kellogg’s cereal seen with the NaviLens code on them

2022 is still a few months away but one exciting thing to look forward to next year is Kellogg’s new accessible packaging for cereal boxes that will make it really easy for people with visual impairment to quickly read important information on a box.

Beginning in January 2022, all Special K cereal boxes will have a new type of printed code called NaviLens  that are made up of high contrast colored squares on a black background. You may have seen retail packaging have QR codes on them for similar function but unlike QR codes, that require the phone camera to be really close to them in order to be in focus properly, NaviLens codes can be easily read from up to 3 meters away when the phone is pointed in their general direction.

NaviLens was first trialed in the UK last year on Kellogg’s Coco Pops boxes. From the trial, the Royal National Institute of Blind People (RNIB) found that 97% of the participants would like that feature on grocery packaging in the future. Typically, vital information on packaging is found in really small print, making it very difficult for people with visual impairment to access that information. This new technology has given them the same level of freedom and easy access to information as sighted people. 

We hope this feature becomes a permanent feature on retail packaging and is more widely adapted by every manufacturer. See the video below to see how it works.

Source: Packaging Europe

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