September 22, 2023

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Kellogg empowers blind customers in U.S. with NaviLens expertise on packaging

Kellogg empowers blind customers in U.S. with NaviLens expertise on packaging

Kellogg is the primary meals firm within the U.S. to introduce this accessibility characteristic on packaging following a profitable pilot in Europe

BATTLE CREEK, Mich., Dec. 14, 2022 /PRNewswire/ — Kellogg Firm is altering the best way the virtually 12 million adults within the U.S. who’re blind or have low imaginative and prescient* carry out every day duties, equivalent to navigating a grocery retailer aisle or selecting one’s cereal at breakfast. To assist create a spot on the desk, Kellogg is incorporating modern NaviLens expertise into the packaging of 4 of its iconic cereal manufacturers: Kellogg’s Corn Flakes®, Particular Okay Authentic®, Rice Krispies® and Crispix®.

The entrance and facet of those cereal bins will now characteristic a NaviLens optical sensible code comprising high-contrast colourful squares on a black background that may be detected and skim by the NaviLens and NaviLens GO apps. With the apps, customers can find the bins from a number of ft away, navigate to them, and listen to their names, bundle sizes, and dietary data. The apps can talk this data in as much as 36 languages.

“The center of Kellogg’s Higher Days Promise ESG technique is the development of sustainable and equitable entry to meals. We work arduous to assume exterior the field to make sure our merchandise are accessible to as many individuals as attainable,” mentioned Charisse Hughes, chief model and superior analytics officer on the Kellogg Firm. “Because of the arduous work of our cross-functional groups, we’re in a position to adapt and leverage this expertise to make sure we’re residing by our objective – to create a spot on the desk for everybody.”

A dedication past packaging

Along with the cereal packaging, Kellogg has dedicated to incorporating NaviLens codes in all company services within the U.S. by the tip of 2023, to make them extra accessible and simpler to navigate for blind and low-vision workers. The corporate has already put in codes in its international company headquarters in Battle Creek, Mich.

This initiative was dropped at life by a partnership between Kellogg’s Prepared-To-Eat-Cereal enterprise unit and Kapable, the corporate’s enterprise worker useful resource group that ensures Kellogg is a welcoming and inclusive setting for present and future workers with disabilities and their supporters.

Study extra concerning the folks behind the event of this program within the U.S.:

Bethany Foor, a member of Kellogg’s Company Affairs crew and a co-chair of Kapable, was instrumental within the improvement of this system. Foor has Usher syndrome—the main reason behind deaf-blindness.

“Regardless of my progressive loss in imaginative and prescient and listening to, I’ve managed to construct a wealthy, fulfilling profession at Kellogg. The corporate lives its mission, is dedicated to fairness, range and inclusion,” Foor mentioned. “I am honored to have the ability to play a component in making a few of Kellogg’s most iconic merchandise extra accessible, and grateful for my colleagues and our leaders who’re serving to us create higher days for the blind and people with imaginative and prescient loss.”

Shoppers throughout the U.S. can discover NaviLens-equipped bins of Kellogg’s Corn Flakes®, Particular Okay Authentic®, Rice Krispies®, and Crispix® at their most well-liked retailers. Study extra about this system at

*Facilities for Illness Management and Prevention, Imaginative and prescient Well being Initiative

About Kellogg Firm

At Kellogg Firm (NYSE: Okay), our imaginative and prescient is an efficient and simply world the place individuals are not simply fed however fulfilled. We’re creating higher days and a spot on the desk for everybody by our trusted meals manufacturers. Our beloved manufacturers embrace Pringles®, Cheez-It®, Particular Okay®, Kellogg’s Frosted Flakes®, Pop-Tarts®, Kellogg’s Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR®, MorningStar Farms® and extra. Internet gross sales in 2021 have been practically $14.2 billion, comprised principally of snacks in addition to comfort meals like cereal, frozen meals, and noodles. As a part of our Kellogg’s® Higher Days ESG technique, we’re addressing the interconnected problems with wellbeing, local weather and meals safety, creating Higher Days for 3 billion folks by the tip of 2030. Go to

About NaviLens

NaviLens is a printed code that may be scanned, utilizing a smartphone digital camera and a free app, to listen to what data is saved inside them. The tags are made up of high-contrasting coloured squares on a black background, comparable in look to a QR code. In contrast to with QR codes, customers needn’t know precisely the place a tag is to have the ability to learn it. A tag measuring 20 x 20 centimeters (7.9 x 7.9 inches) could be detected from 12 meters (40 ft) away, even in movement and with out having to focus the telephone’s digital camera.

As customers sweep their setting with a smartphone, audio cues enable them to search out and middle the tag within the telephone’s discipline of view. A shake of the wrist prompts the main points contained throughout the tag to be learn out. The knowledge can fluctuate relying on the place the person is standing in relation to the tag and could be programmed in a number of languages, with the telephone robotically deciding on its native language.

NaviLens is created by Neosistec, in collaboration with the Cellular Imaginative and prescient Analysis Lab on the College of Alicante.


Kellogg empowers blind customers in U.S. with NaviLens expertise on packaging

NaviLens-equipped bins of Kellogg’s Corn Flakes®, Particular Okay Authentic®, Rice Krispies®, and Crispix®

Kellogg Company logo (PRNewsFoto/Kellogg Company)

Kellogg Firm emblem (PRNewsFoto/Kellogg Firm)



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SOURCE Kellogg Firm