Liverpool kids inspire redesign of Kellogg’s iconic cereal boxes

The famous food company will add new world-first technology to its packaging as a result of consultation with pupils.
Kellogg’s packaging featuring the ‘NaviLens’ technologyKellogg’s packaging featuring the ‘NaviLens’ technology
Kellogg’s packaging featuring the ‘NaviLens’ technology

Schoolchildren from West Derby in Liverpool have inspired Kellogg’s to alter their famous packaging in bid to help people who are blind or partially sighted.

Pupils from St Vincent’s, a specialist school for children with sensory impairment, met with the company in a focus group and their insight prompted Kellogg’s to alter their cereal boxes.

What are Kellogg’s changing?

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Special QR codes, featuring brightly coloured squares, will be added to the boxes and these can be scanned by smartphones from up to three metres away.

Once scanned, important information about ingredients, allergens and recycling will be played back to the customer, who can choose to have the information read aloud or transmitted to their device to be read via accessibility tools.

The ‘NaviLens’ technology means shoppers do not need to know exactly where the code is located to scan it and will not have to search for it on the box itself.

When is it happening?

Kellogg’s has already held a successful trial and the new boxes will begin to arrive on supermarket shelves from January 2022.

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Special K will be the first, with the rest of the company’s packaging being rolled out thereafter.

What they said

Mark Powell, strategic accessibility lead at the Royal National Institute of Blind People: “This is a real game changer.

“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.”

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Chris Silcock, head of Kellogg’s UK: "Over two million people in the UK live with sight loss and are unable to simply read the information on our cereal boxes.

"We believe that everyone should be able to access important and useful information about the food that we sell."

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