Kellogg’s Adopts Adaptive Packaging

Grocery shopping can be overwhelming, there are so many choices, and it can be hard to weed through them. Imagine trying to do that if you were visually impaired! One of the most overwhelming aisles is undoubtedly the cereal aisle, and Kellogg’s has decided to take steps with their packaging to make it easier for shoppers with visual impairment to select their products. The cereal company is working with NaviLens, a tech company that makes adaptive technology, to add something called “ddTags” to their packaging. These tags can be read by smartphones, much like a QR code, and can contain all kinds of helpful information, like audio or vibration cues to help users with wayfinding and orientation. In this particular case, the ddTag will provide all of the nutritional information, allergens, and any other important information about the product, using the preferred accessibility features of the user. What’s more, the company plans to install this technology at their HQ by the end of 2023, to make their campus more accessible to all employees as well!