4 New tech on Kellogg’s cereal boxes will help blind shoppers

Kellogg Co. said it has incorporated “innovative” technology into four of its brands of cereal that will help people who are blind or have low vision find boxes at the grocery store.

NaviLens Optical Smart Codes will be placed on Cornflakes, Special K Original, Rice Krispies and Crispix.

Smart Codes, Kellogg said, “have high-contrast colored squares on a black background that can be detected and read by the NaviLens and NaviLens GO apps. Through these apps, consumers can find boxes from a few feet away, navigate to them , and hear their names, pack sizes and nutritional information. The apps can communicate this information in up to 36 languages.”

Kellogg said the same code will be rolled into all of its corporate facilities by the end of 2023 to make them more accessible to people who are blind or have low vision.

“At the heart of Kellogg’s Better Days Promise ESG strategy is promoting sustainable and equitable access to food. We strive to think outside the box to ensure that our products are accessible to as many people as possible,” said Kellogg Company Chief Brand and Advanced Analyst Officer Charles Hughes said.

“Thanks to the hard work of our cross-functional team, we’re able to adapt and leverage this technology to ensure we live according to our purpose – creating a place at the table for everyone.”

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