Following the Coco Pops, charity Royal National Institute of Blind People (RNIB) found that 97% of participants agreed that they would like to see more of these accessibility features available on grocery packaging in the future.
Marc Powell, strategic accessibility lead at RNIB, said: ‘This announcement from Kellogg’s is a real game changer within the packaging world.
‘It marks a significant step-change in how big brands can put accessibility at the forefront of design and packaging decisions and be a catalyst for change.
‘Important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.
‘Changes like this can provide blind and partially sighted people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers.
‘Designing packaging so that it works for everyone makes complete sense and we hope that other brands will follow Kellogg’s lead in making packaging information more accessible.’
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