Food manufacturing company Kellogg has partnered with Spanish accessibility technology platform NaviLens to improve the shopping experience for its visually impaired customers.
Kellogg is adding NaviLens technology into the packaging of its Kellogg’s Corn Flakes, Special K Original, Rice Krispies and Crispix cereal brands.
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NaviLens’ optical smart code, consisting of high-contrast, multicoloured squares on a black background, will feature on the front and side of these brands’ packaging.
The codes can be detected and read using the NaviLens and NaviLens GO apps.
Customers can use a smartphone camera to locate the boxes from several feet away and navigate to them, while audio cues will provide names, package sizes and nutritional information.
NaviLens apps can communicate in up to 36 languages.
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By GlobalDataKellogg Company chief brand and advanced analytics officer Charisse Hughes said: “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.
“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.”
Kellogg also plans to expand its partnership with NaviLens by incorporating NaviLens codes in its all corporate facilities in the US by the end of next year.
This will improve navigation for the company’s visually impaired employees.
In October this year, Italian family-owned food company Barilla added QR codes to the packaging of its classic pasta product offerings to increase the accessibility of Barilla’s products.
The codes were introduced in partnership with Be My Eyes, a free mobile app that is used to visually assist individuals with limited or no vision.
