Kellogg’s Gives Its Packaging A High-Tech Upgrade To Aid The Visually-Impaired

Grocery shopping can sometimes be a stressful activity, especially for those who are blind or have a visual impairment. Packaging is often not made for those with disabilities in mind. However, Kellogg’s is changing that by placing more control in the hands of its non-sighted customers.
 
The food company is working with inclusive technology firm NaviLens to make cereal boxes more decipherable by people of all walks of life. NaviLens uses a technology called ‘ddTags’, designed to be detected by smartphones.

These tags have a 160-degree vision field which makes it easier for their user to scan around their environment. The app also emits audio cues and vibrations to help point consumers in the right direction.

When detected by the connected smartphone app, the ddTag will provide its reader with nutritional values, allergens, and other information about the cereal and convey them using the accessibility features that the smartphone owner is used to.

According to Kellogg’s, the company will soon add the tags to the cereal boxes of Corn Flakes, Special K Original, Crispix, and Rice Krispies in the US.

In addition, it is not just customers that Kellogg’s is trying to help, but its employees as well. The company hopes to add NaviLens technology around its office in Battle Creek, Michigan, by the end of 2023 to create a more inclusive environment for its visually-impaired staff.
 
 
 
[via The Dieline and Kellogg Company / PR Newswire, cover image via Kellogg Company/PR Newsire]