Kellogg’s launches cereal boxes for blind and partially sighted

NaviLens technology in use. Kellogg’s is using the technology on its cereal boxes to help shoppers with sight loss access packaging information (Kellogg’s/PA)

Kellogg’s is to permanently add technology it believes is a world first to its cereal boxes to make them accessible to blind and partially sighted people.

The new boxes will allow a smartphone to easily detect a unique on-pack code and play back labelling information to shoppers with sight loss.