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    United Kingdom · Europe · USA

    Kellogg's — the cereal box that reads itself.

    What started in 2020 as a pilot in ~60 Co-op stores in the UK is now the world's largest accessible-packaging rollout: 850M+ Kellanova products with NaviLens in Europe, 130,000+ scans and permanent presence on Special K, Corn Flakes, Rice Krispies, Coco Pops, Crispix and Pringles.

    Kellogg's Coco Pops box with a NaviLens code printed on the front, on a yellow background

    850M+

    Kellanova products with NaviLens in Europe

    130k+

    NaviLens scans on product

    35

    Languages read aloud

    World-first

    First global FMCG with accessible code

    The client

    Kellogg's / Kellanova · in partnership with RNIB

    Kellogg's — now Kellanova for its international snacks and cereals business — is one of the world's largest food manufacturers, with brands such as Special K, Corn Flakes, Rice Krispies, Coco Pops, Crispix and Pringles.

    The partnership with the Royal National Institute of Blind People (RNIB) began after the company visited St Vincent's School in Liverpool in 2019, a school for children with sensory impairments. The pupils themselves challenged Kellogg's to make their packaging accessible. Three years later, NaviLens is a permanent layer of packaging across the UK, Europe and the United States.

    § The challenge

    1. 01

      9 in 10 can't read the pack

      RNIB reports that 9 in 10 blind and partially sighted people find FMCG packaging difficult or impossible to read. Ingredients, allergens and instructions were out of reach.

    2. 02

      Scaling to hundreds of millions of boxes

      Moving from a limited edition pilot to the full cereal and snack range required integrating the code into the existing industrial print flow — no new machines, no line stops, brand identity intact.

    3. 03

      A global standard, not a local experiment

      UK, Ireland, mainland Europe and the US all print in different plants for different audiences. They needed one single code that works in any language, on any shelf, in any country.

    Kellogg's Corn Flakes box with a colourful square NaviLens code printed on the front

    § The solution

    We print the NaviLens code on the front and side of every box inside the existing industrial print flow. Zero machine changes, zero line stops: the code ships with each SKU from its next print run.

    Anyone with the NaviLens GO app — in 42 languages — points their phone at the pack from several metres away, at an angle and in motion. The app reads out the product name, ingredients, allergens, nutrition and recycling info, plus filters for allergens, vegan, halal or kosher.

    § Timeline

    1. 2019

      St Vincent's School, Liverpool

      Kellogg's visits the sensory-impairment school. The pupils challenge the company to make its packs accessible. The project is born.

    2. 8 Oct 2020

      World-first pilot with RNIB · Coco Pops · UK

      Special edition of Coco Pops with NaviLens, braille, large print and simplified design. Available in ~60 Co-op stores in the UK. 97% of participants ask for more accessibility on shelf.

    3. Jul 2021

      Permanent rollout announced · UK

      Kellogg's confirms the permanent inclusion of the code on every UK cereal box. Special K will be first.

    4. Jan 2022

      Special K hits shelves with NaviLens

      First box with a permanent NaviLens code in UK supermarkets. Industrial-scale rollout begins.

    5. Nov 2022

      Kellogg Europe — accessible packaging

      The rollout jumps to mainland Europe. FoodDrinkEurope and the European Blind Union pick up the case as a reference model.

    6. 14 Dec 2022

      US launch

      First food company in the US with an accessible code on packaging. Corn Flakes, Special K Original, Rice Krispies and Crispix carry NaviLens on the front and side.

    7. Nov 2023

      Kellanova brings NaviLens to Pringles

      The iconic Pringles tube adopts NaviLens in the UK. Accessibility jumps from cereal to snacking.

    § On the ground

    The code — on the box, and in the shopper's hand.

    Yellow Kellogg's Coco Pops box with a NaviLens code printed next to the logo, on a yellow background
    Coco Pops — the product of the 2020 world-first pilot with RNIB.
    Red Kellogg's Corn Flakes box with NaviLens code printed on the front
    Corn Flakes — one of 4 brands in the US launch (Dec 2022).
    Close-up of a Coco Pops pack with a colourful square NaviLens code on the front
    The code lives alongside the brand design without competing with it.
    Kellogg's All-Bran Original box on a Tesco shelf with a NaviLens code on the front
    All-Bran at Tesco Clonmel (Ireland) — first FMCG category with NaviLens in the country.
    Shopper scanning a Kellogg's box on a supermarket shelf with their phone
    Autonomous shopping: the shopper hears product, allergens and nutrition without asking for help.

    § Outcomes

    850M+

    NaviLens packs printed in Europe

    130k+

    NaviLens scans on product

    35 langs

    Voice read-out on shelf

    5 brands

    Special K · Corn Flakes · Rice Krispies · Crispix · Pringles

    Let's talk about your packaging

    § What the press says

    RNIB, Kellogg's and the European food industry.

    • “This trial with Kellogg's 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.”
    • “Kellogg is the first food company in the U.S. to introduce this accessibility feature on packaging following a successful pilot in Europe.”
    • “More than 850 million Kellanova products with NaviLens codes printed in Europe, and over 130,000 scans in the NaviLens app — available in 42 languages.”

      CEEREAL — European Breakfast Cereal Association

      Industry report · Kellanova accessible cereal boxes

      Press: ceereal.eu

    § And your product?

    Your packaging can also speak in 42 languages.

    Tell us about your range and your channel. We’ll show you how NaviLens would make your packaging accessible —with comparable cases.

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