All Kellogg’s cereal boxes to be adapted for blind and partially sighted people

A huge step forward.

Kellogg's have announced plans to adapt their cereal boxes for blind and partially sighted people. From next year, all of the brand's cereal boxes will include a new technology to make them accessible to people living with sight loss, allowing them to read important information that often appears in small print, such as allergen details.

Using new technology from start up NaviLens, the new cereal boxes will allow a smartphone to easily detect an on-pack code and playback labelling information to the shopper through their phone.

All of the brand's packaging is due to be changed by January 2022 to reflect this shift.

Sarah Ferguson, head of Kellogg’s Ireland, said: “Over 50,000 in Ireland live with sight loss and are unable to simply read the information on our cereal boxes. As a company focused on equity, diversity and inclusion we believe that everyone should be able to access important and useful information about the food that we sell.

“That’s why, starting next year, we are adding new technology to all of our cereal boxes [...] We know it’s important that all packaging is accessible for the blind community to enable them to make shopping easier, so we will share our experience with other brands who want to learn more.”

Marc Powell, strategic accessibility lead at RNIB (the Royal National Institute of Blind People), added that the shift is a "real game changer" for people living with sight loss. "It marks a significant step-change in how big brands can put accessibility at the forefront of design and packaging decisions and be a catalyst for change," he said.

“Important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read. Changes like this can provide blind and partially sighted people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers.

Powell added that he hopes other brands will follow Kellogg's lead.

The new cereal boxes will be available to buy across Ireland from January 2021.