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Kellogg's Europe Launches Accessible Cereal Boxes for Blind Shoppers

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On Thursday, July 8, 2021, Kellogg’s Europe announced via Instagram that they’ll be swapping out their traditional cereal boxes for ones that feature accessible technology for blind and partially sighted shoppers.

The NaviLens technology will allow shoppers to scan the updated cereal boxes with a smartphone app. The app can spot the code from nearly 10 feet away and will also allow low-vision shoppers to choose to have product information read aloud to them.

Kellogg’s Europe will gradually roll out these features beginning next year. The decision to include NaviLens technology on grocery products is revolutionary, especially in terms of accessibility.

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