Here is the essential information about RNIB's partnership with Kellogg's for World Sight Day 2020.
The trial lasts for a month and, while stocks last, 59 Co-op stores, across the UK, will be selling Coco Pops in this packaging. This includes stores in Northern England and locations across London and the south east of England, including Luton. Stores in Northern Ireland (including Belfast, Lisburn and Newtownabbey) and Scotland (including Edinburgh and Glasgow) will sell the packs.
At RNIB we are committed to creating an inclusive world for blind and partially sighted people. We are raising awareness of the vital importance of accessible design – especially when it comes to accessing important information, including dietary essentials. We are proud to have teamed up with Kellogg’s to back its campaign to promote accessible packaging for 2020 World Sight Day.
Part of the inspiration for the project came out of an initial discussion between Kellogg's and students at St Vincent's School for the Blind.
This is the first time technology designed for the visually impaired community - that detects an on-pack code and responds using a smartphone - has been used on food packaging in the UK.
There are other tech solutions that let consumers know the use by date of a product, but these are only in the development stage and have not been launched. We believe that this the only technology solution currently available that is intuitive and easy to implement for blind and partially sighted shoppers.
It’s an optical smart code that can be accessed from smartphones from the camera, like QR codes. Consumers can download the NaviLens GO or NaviLens apps, for free, and then simply point the smartphone camera to the packaging within three metres distance.
The product information contained within the code is presented and then accessed using the familiar accessibility features on your device. Find out more on the NaviLens web site.
You can get both apps from the Apple App Store or Google Play Store. Download NaviLens or NaviLens GO.
NaviLens GO provides visually rich content information in an accessible format, such as the nutritional traffic lights information. NaviLens gives information in an accessible format with less visual distractions, simplifying the content and maintaining accessibility.
On the first launch you will need to allow NaviLens to access your smartphone camera as it uses this to detect the NaviLens code. These codes can be detected from distance. Point your smartphone camera in the general direction of the box (front or left hand side of the packaging) and you will hear a click as the code is acquired.
As NaviLens is compatible with your smartphone's accessibility features, you will be able to now navigate through all the packaging content on your device using your preferred accessibility tools.
Yes, you will need to have one of the apps installed on your phone.
Accessible information on packaging is essential whether in store, online or within the home for blind and partially sighted consumers, so that they can make informed choices about their own dietary requirements and the products they wish to buy. The pandemic has been extremely challenging for consumers with sight loss, with social distancing a challenge and securing food safely two major issues. RNIB has been working both with government and retailers on these issues to break down barriers for blind and partially sighted people.
Additionally, this product allows people with sight loss to understand what they are buying, without having to touch the box. People using the app are able to make an informed decision on product, ingredients, allergens and their want to purchase, prior to picking up the box.
As I’m sure you are all aware, due to the coronavirus pandemic food shopping has become increasingly challenging this year, not least for people with sight loss. As part of the wider accessible packaging trial with Kellogg’s, we would like to take the opportunity to find out more about your food shopping habits, if and how technology plays a part and the benefits of accessible product packaging.
We will use your feedback to drive our future work and campaigns and demonstrate to mainstream food companies that inclusive packaging is a necessity for people with sight loss to increase independence and lead healthier lives. If you are part of the trial, purchased a limited addition box or simply want to share your thoughts about your shopping /accessible packaging views, please complete our survey.