Richard Fuller MP attended an event in Parliament hosted by Kellogg’s and RNIB to raise awareness of accessible packaging using NaviLens technology.
Kellogg's have collaborated with the RNIB to introduce new technology into all of their cereals packaging in Europe to aid people with sight loss after a successful trial on Coco Pops to celebrate World Sight Day in 2020.
This world first technology on packaging gives blind and partially sighted people access to all the product information when shopping as information on packaging is often too small making it difficult or impossible to read. NaviLens enables shoppers’ smartphones to easily detect a unique on-pack code and access all labelling information such as the description, allergen, ingredients, and calorific values both in store and at home.
Kellogg’s has announced that it will be adding NaviLens to all of its cereal boxes this year and the first accessible boxes of Special K appeared on shelves in January.
Richard said:
The incorporated NaviLens technology is similar to a QR code, but can be detected in a fraction of the time from up to three metres away. Also, as the technology was originally created to provide navigational assistance, it means that it can help the shopper to use a smartphone to find a product, as well as playing back labelling and allergen information.
I am grateful to Kellogg's and the RNIB for this initiative and for coming to Parliament last week to demonstrate how the technology works.
