PRINGLES cans are set to become more accessible to blind and partially sighted people thanks to the use of on-pack technology.
Set to be introduced from November 1, NaviLens technology will allow smartphone users to ‘easily’ detect unique on-pack codes on Pringles cans which will then playback labelling information to the shopper.
The move from Kellanova – the new name for the company that owns Pringles and Kellogg’s – comes following the successful addition of NaviLens to over 750 million Kellogg’s cereal boxes.
Kellanova’s use of NaviLens first came following a 2019 visit to a specialist school in Liverpool for children with sensory impairment. Pupils gave insight that inspired the business to look for solutions to make its packaging more accessible. Important information, such as allergens, can often only be found in small print making it ‘impossible’ for blind or partially sighted people to read, Kellanova explained.
NaviLens codes can be picked up from up to three metres away when a shopper points their device in the direction of the product, with the user not needing to know exactly where the code is located to scan it.
When the phone senses the NaviLens code, it is alerted. From here, the shopper can choose to have ingredients, allergen and recycling information read aloud to them – as well as reading it on their device using accessibility tools. The system is also used on Barcelona’s entire metro and bus networks to help blind and partially sighted passengers access information.
Kellanova’s design director, Pete Matthews, said, “Following the success of adding NaviLens to our cereal packaging last year, we are now really pleased to feature this technology on our iconic Pringles cans. This provides equal access to important information on pack and enables blind and partially sighted people to shop independently for their favourite Pringles flavours.
“We were the first food company in the world to use NaviLens on packaging and have been delighted to see many global brands follow our lead. It continues our movement for inclusive design and helps fulfil our purpose to ‘create a place at the table for everyone’”.
Marc Powell, head of accessibility innovation at Royal National Institute for Blind People (RNIB), added, “Blind and partially sighted people should have the same freedom, independence, and choice as sighted consumers. Currently, important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.
“Since we collaborated with Kellogg’s back in October 2020 for World Sight Day with our world’s first pilot of NaviLens packaging, we have seen more brands step up to the mark by including accessible solutions on pack. It’s brilliant when big brands like Kellogg’s reaffirm their commitment to improving accessibility for blind and partially sighted people, and bring about more accessible packaging through the use of NaviLens technology.”
