Kellogg Tests Tech for Blind Shoppers

Oct. 9, 2020
Kellogg Co. is trying out a new type of packaging barcode for vision-impaired shoppers.

Kellogg Co. is trying out a new type of packaging barcode that allows vision-impaired shoppers to access information about a product easily with their smartphones.

The codes are on packages of Coco Puffs that are being test-marketed in 60 grocery stores across the United Kingdom. The boxes, developed in cooperation with England’s Royal National Institute of Blind People, have barcodes that a new smartphone technology can read from up to three meters away, when a phone is waved in the package’s general direction. Once the code is detected, the user can activate, with a flick of the wrist, a voice that will read out information about the product’s allergens and other nutritional data.

The technology, called NaviLens, is being used in Spain to help visually impaired travelers use public transport. The Kellogg test in the UK is the first time NaviLens has been used on food packaging. The Coco Pops packages are a special edition to commemorate World Sight Day (Oct. 8), with Braille messaging and larger-than-average fonts.

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