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In UK trial, Coco Pops makes packaging more accessible in honor of World Sight Day (Kellogg Europe)

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Ninety percent of blind and partially sighted people say that food packaging labels are difficult or impossible to read due to small print, according to a recent survey by the Royal National Institute of Blind People (RNIB).

Starting last year, Kellogg UK set out to find new ways of addressing this widespread problem. The team made sure that the perspectives of people with sight loss were always leading the way.

After first consulting with local university students with sight loss, they began collaborating with the RNIB to develop more accessible packages. Together, they teamed up with NaviLens, a tech firm specialized in making public transport systems and other public spaces more accessible to those with sight loss.

NaviLens uses optical smart codes – readable from up to 12 times the distance as QR codes – that can be scanned using the free NaviLens smartphone app to deliver accessible information directly to the user’s device.

In a first for the technology, Kellogg UK integrated NaviLens codes into Coco Pops boxes for a trial in 60 Co-op grocery stores across the country. NaviLens app users can scan the boxes to receive allergen, ingredient and recycling information on their phones in an accessible format.

The Coco Pops trial was launched in October of 2020 to honor World Sight Day, with the potential to be expanded on a more permanent basis. Regional and national media outlets covered the rollout extensively, garnering over 10 million media impressions. Coco Pops leaders also met with Dr. Caroline Johnson, a member of the UK Parliament, to discuss the project further.

Most recently, Kellogg Europe won a Global packaging award in recognition of the ground-breaking design and technology used on the Coco Pops pack. The “Best in Class” award was announced at the PAC Global Leadership Awards and allows us to continue the conversation about inclusive design and accessible food packaging

“Accessible information on packaging is essential whether in store, online or at home for blind and partially sighted consumers, so that they can make their own informed choices about what to buy,” noted Alison L., UK Corporate Affairs.