Kellogg introduces NaviLens technology on packaging in US

Kellogg Company says that it has become the first food company in the US to introduce NaviLens on packaging, helping people who are visually impaired to perform everyday tasks.

The NaviLens technology will be used on the packaging of Corn Flakes, Special K, Rice Krispies and Crispix. The front and side of the cereal boxes will now feature an optical smart code that can be detected and read by the NaviLens and NaviLens Go apps. The apps enable consumers to locate the boxes from several feet away, hear their names, package sizes and nutritional information, in up to 36 languages.

Charisse Hughes, chief brand and advanced analytics officer at Kellogg, 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.”

In addition to the cereal packaging, Kellogg says that it has committed to incorporating the codes in all corporate facilities in the US by the end of 2023, to make the sites more accessible and easier to navigate for blind and low-vision employees.