NaviLens Codes on Cereal Packaging

Overview

In 2022, WK Kellogg Co announced adding NaviLens codes to cereal brands so blind and low-vision consumers can navigate aisles and choose cereal more independently. The release frames this for millions of adults in the U.S. who are blind or have low vision. Benefit: faster, more private access to product identification and label info. Lesson: packaging can be a primary accessibility interface, not just branding.

Why it matters

If packaging information is primarily visual and small print, blind and low-vision shoppers face dependence and higher error risk. The benefit is independent choice and reduced friction in routine life. Call to action: treat packaging as critical UX and design for scan-at-distance, fast detection, and parity of information access.