Kellogg’s has launched a trial of Coco Pops boxes that feature technology designed to detect and playback labelling and allergen information to people with sight loss.

The new boxes – which have been created in partnership with the Royal National Institute of Blind People (RNIB) – allows a smartphone to detect an on-pack code, alerting the user so they can choose to have the ingredients, allergen and recycling information read aloud.

The trial – which is taking place in almost 60 Co-op stores across the UK in light of World Sight Day – 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 read.

Known as NaviLens, the technology enables smartphones to detect the code from up to three metres distance when pointed in the general direction of the cereal box, rather than the exact position.

NaviLens is currently used across Barcelona, Madrid, and Murcia city’s transport systems to help visually impaired citizens navigate around easier. The trial marks the first time NaviLens has been used on food packaging, as well as the first time it has been introduced in the UK.

The limited-edition boxes are also embossed with braille, while the on-pack information is in a larger font size.

“If the trial is a success, we would hope that it could appear on more of our cereal boxes for visually impaired shoppers to access,” said Chris Silcock, Kellogg’s managing director.

Marc Powell, strategic accessibility lead at RNIB, added: “This trial with Kellogg’s using NaviLens technology has raised the bar in inclusive and accessible packaging design – allowing people with low or no vision to locate a product on the shelf and access all information about it completely independently for the very first time.”


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