The introduction of new packaging technology will enable smartphones to detect a unique on-pack code and provide labeling information to shoppers with sight loss. NaviLens, which has already been incorporated into Kellogg’s brands, will now be featured on select Pringles varieties starting in November, with a full rollout expected to be completed by the end of 2024.
This initiative from Kellanova, the parent company of Pringles and Kellogg’s, follows the successful implementation of NaviLens on over 750 cereal boxes in 2022.
Pete Matthews, Design Director at Kellanova, expressed his enthusiasm for the integration of NaviLens on Pringles packaging, stating, “Following our achievement in incorporating NaviLens into our cereal packaging last year, we are thrilled to now feature this technology on our iconic Pringles cans. This ensures equal access to crucial information on pack and empowers blind and partially sighted individuals to independently shop for their favorite Pringles flavors. We were pioneers in utilizing NaviLens on packaging, and it’s gratifying to witness other global brands embracing this inclusive design movement.”
Marc Powell, Head of Accessibility Innovation at the Royal National Institute for the Blind (RNIB), emphasizes the importance of accessible packaging, saying, “Blind and partially sighted individuals should have the same freedom, independence, and choice as sighted consumers. Currently, vital information on packaging is often provided in small print, making it challenging or impossible for those with sight loss to read.”
Powell commends Kellogg’s commitment to improving accessibility for blind and partially sighted individuals through the use of NaviLens technology, stating, “Since our collaboration with Kellogg’s on the world’s first pilot of NaviLens packaging for World Sight Day in October 2020, we have witnessed more brands follow suit by implementing accessible solutions on their packaging. It’s fantastic to see major brands like Kellogg’s reaffirming their dedication to enhancing accessibility and creating more inclusive packaging.”