United Kingdom · Packaging

The iconic can you can now hear.

Kellanova added NaviLens to Pringles cans from 1 November 2023 in the UK, with full rollout by the end of 2024. The first global snack brand with accessible labelling on pack.

Pringles Sour Cream & Onion can with a NaviLens code printed on it.

1st: Global snack brand with NaviLens on pack
1 Nov 2023: UK rollout start
~2 M: People with sight loss in the UK
≤3 m: Code detection distance

Pringles · Kellanova × RNIB

Pringles is the flagship savoury-snack brand of Kellanova (the company spun off from Kellogg's in 2023). It is sold in 140+ countries and its cylindrical can is one of the most recognisable packs in retail.

After the success of NaviLens on Kellogg's cereals (RNIB pilot 2020, 750M+ boxes), Kellanova replicated the model on Pringles: a different snack category, with a 3D format where on-pack information is genuinely hard to read.

01
Curved, unreadable label
The curvature of the tube and the small type leave ingredients, allergens and flavour out of reach for low-vision shoppers.
02
Picking the right flavour
Pringles has dozens of variants with very similar graphics: telling Original from Sour Cream & Onion or Texas BBQ is not trivial without sight.
03
Shopping without asking
RNIB documents that most blind people need help to identify products on shelf; Pringles wanted to break that dependency.

The NaviLens code is printed directly on the can, in a visible area that respects the brand design. NaviLens and NaviLens GO apps detect it from several metres away without aiming, and read out flavour, ingredients, allergens and recycling info.

Rollout started on 1 November 2023 on selected varieties and expanded progressively to cover the full Pringles range in the UK by the end of 2024.

“Blind and partially sighted people should have the same freedom, independence and choice as sighted consumers. It's brilliant when big brands reaffirm their commitment to accessibility through technology like NaviLens.”

Marc Powell · Accessibility Innovation Lead · RNIB
RNIB / Bakery&Snacks ↗

Oct 2023
Kellanova × RNIB announcement
Kellanova confirms NaviLens is coming to Pringles, three years after the 2020 Kellogg's pilot.
1 Nov 2023
UK shelf launch
First Pringles varieties with NaviLens hit British supermarkets.
End 2024
Full rollout
NaviLens across the full Pringles UK range.