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Kellogg’s: a game changer in accessible packaging

• In partnership with RNIB, Kellogg’s has trialled including NaviLens codes on its packaging, giving visually impaired customers a way of scanning products to find out their ingredients, allergen and recycling information.
• NaviLens codes work in a similar way to QR codes, but can be detected “in a fraction of the time, from up to three metres away”. RNIB and Kellogg’s deduced that NaviLens catered to more people with sight loss, rather than those with specific requirements (such as braille users).
• 97% of the trial’s participants agreed they’d like to see more of these accessibility features available on grocery packaging.
• There’s a 5 minute video explaining more about the project.

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