Kellogg's UK's Packaging Supports Blind & Partially Sighted Consumers
Laura McQuarrie — August 9, 2021 — Marketing
References: thedieline
Kellogg's UK is introducing accessible cereal packaging that's designed to assist customers who are blind and partially sighted. Thanks to the use of next-generation matrix barcodes from Spanish tech firm NaviLink's ddTags, these tags can be read from up to 12 times farther away than QR codes, and they can be scanned at an angle with a 160-degree field. Kellogg's Uk and NaviLink are now enhancing cereal packaging designs with ddTags, so that as of 2022 customers will be able to access a variety of information related to allergens, nutritional value and recycling information.
Since there are millions of people in the UK alone who live with sight loss, this technology will help more people access important information to make shopping trips easier, especially since the info can be read aloud using accessibility tools.
Since there are millions of people in the UK alone who live with sight loss, this technology will help more people access important information to make shopping trips easier, especially since the info can be read aloud using accessibility tools.
Trend Themes
1. Accessible Packaging - Opportunity for other food brands to follow Kellogg's example and integrate accessible packaging design to support customers with disabilities
2. Enhanced Product Information - Potential for brands to use advanced tags to offer customers enhanced and informative product information on packaging
3. Assistive Technology - Growth opportunity for technology companies to develop assistive technologies that provide easier access to important product information
Industry Implications
1. Food and Beverage Industry - Kellogg's has set a new standard in accessible packaging and other FMCG companies could follow suit
2. Technology Industry - Tech companies are challenged to develop more innovative tags or other tools to improve accessibility for customers
3. Accessibility Industry - Advancing accessibility services can help other businesses, including retailers and transportation providers, offer a better experience for all customers
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