Kellogg's Coco Pops is Trialing Use of NaviLens Technology
Michael Hemsworth — October 9, 2020 — Marketing
The Kellogg's Coco Pops cereal boxes are being changed in the UK to help support shoppers with sight loss and make it easier for them to find the products the need with ease. The new boxes have been created in partnership with the Royal National Institute of Blind People (RNIB) and utilizes NaviLens technology in order to have the user simply position their smartphone in front of them as they shop. The feature will automatically detect the product from up to three meters away and offer shoppers the option to have the various information read aloud to them.
Strategic Accessibility Lead at a RNIB Marc Powell spoke on the new Kellogg's Coco Pops cereal boxes saying, "This trial with Kellogg’s using NaviLens technology has raised the bar in inclusive and accessible packaging design – allowing people with low or no vision to locate a product on the shelf and access all information about it completely independently for the very first time.”
Strategic Accessibility Lead at a RNIB Marc Powell spoke on the new Kellogg's Coco Pops cereal boxes saying, "This trial with Kellogg’s using NaviLens technology has raised the bar in inclusive and accessible packaging design – allowing people with low or no vision to locate a product on the shelf and access all information about it completely independently for the very first time.”
Trend Themes
1. Sight-loss Friendly Packaging - Kellogg's use of NaviLens technology in cereal boxes demonstrates the trend of inclusive and accessible packaging design for people with low or no vision.
2. Smartphone-enabled Product Detection - The integration of NaviLens technology in cereal boxes reflects the trend of using smartphone technology for product detection and information accessibility.
3. Partnerships for Accessibility - The collaboration between Kellogg's and RNIB demonstrates the trend of industry and nonprofit partnerships to create accessible solutions for people with disabilities.
Industry Implications
1. Food Packaging - The use of NaviLens technology in Kellogg's cereal boxes presents a disruptive innovation opportunity in the food packaging industry, with potential applications for other products as well.
2. Technology - The integration of NaviLens technology in cereal boxes showcases the potential for disruptive innovation in the technology industry, particularly in the field of accessibility and assistive technology.
3. Nonprofit Organizations - The collaboration between Kellogg's and RNIB highlights an opportunity for disruptive innovation in the nonprofit sector, specifically in the development of accessible solutions for people with disabilities.
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