This cereal box features a UK-first technology that a smartphone detects and reads aloud the labelling and allergen information to people with sight loss.
The first-of-its-kind packaging was created in partnership with the Royal National Institute of Blind People (RNIB), following research that revealed that nine in 10 blind and partially sighted people feel the info on food packaging is difficult or impossible to read.
The breakfast cereal company is rolling out boxes of Kellogg’s Coco Pops in almost 60 Co-op stores across the UK that have been fitted with a technology called NaviLens.