Kellogg's will launch cereal boxes with smartcode technology for blind customers

Kellogg’s this week announced that it will soon release a line of cereal boxes with smartcodes that allow blind and partially-sighted individuals to obtain product information via their smartphones.

On an Instagram post,  Kellogg's U.K. and Ireland said that, starting next year, "all of our boxes in the UK will feature world-first technology called 'NaviLens,'" a smartcode feature that will allow blind customers "to access all of the information on packs via their smartphones — either by having it played aloud or using accessibility tools."

The new technology will "allow a smartphone to detect and playback labelling information," the company said. 

"All cereal boxes across Europe [will] become more accessible for people with sight loss in 2022," the post continued. 

On its website, NaviLens says its codes "allow users to interact more easily and accessible [sic] with their environment in places such as subway stations, bus stops and museums or public buildings."