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Kellogg’s Are Creating Revolutionary Cereal Boxes for Blind and Partially Sighted People

Kellogg’s is creating cereal boxes with a world-first technology to make them accessible to blind and partially sighted people. Important information on food packaging - such as allergen details - can often be in print that is difficult for blind or partially sighted people to read. But Kellogg’s is now adding new technology to its cereal boxes which will allow a smartphone to easily detect an on-pack code and play back labelling information to shoppers. Following a successful trial last year on Kellogg’s Coco Pops boxes, the company will change its full range of cereal packaging, with the first accessible boxes of Special K appearing on shelf in January. Evaluation of the pilot by charity Royal National Institute of Blind People (RNIB) showed 97 per cent of the participants would like to see more of these accessibility features available on grocery packaging in the future. Produced by 72Point.

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