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Kelloggs Rolls Out New Packaging for Blind, Visually Impaired


Shopping brand Kellogg’s has officially rolled out new packaging for Corn Flakes, Special K Original, Rice Krispies and Crispix that features an innovative technology for the visually impaired called NaviLens.

The front and side of cereal box will be printed with a NaviLens code, similar to a QR code but with high-contrast blocks of color set on a black background, which allows shoppers to utilize their smartphones as they travel from isle to isle in a grocery store.

Whenever their phone is pointed in the general direction of a cereal box featuring a NaviLens code, generally within a 40 feet radius, the NaviLens app or NaviLens GO app will offer verbal directions to help them navigate to the items.

The app is free, and can communicate product names, package sizes and nutritional information in 36 different languages.

“The heart of Kellogg’s Better Days Promise ESG strategy is the advancement of sustainable and equitable access to food. We work hard to think outside the box to ensure our products are accessible to as many people as possible,” Charisse Hughes, chief brand and advanced analytics officer at the Kellogg Company said in an official release. “Thanks to the hard work of our cross-functional teams, we’re able to adapt and leverage this technology to ensure we’re living by our purpose – to create a place at the table for everyone.”

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