Breakfast cereal giant Kellogg’s has announced that newly developed technology will be added to its cereal boxes to make information accessible to blind and partially sighted people.

The company conducted a successful trial of the on-box unique codes that could be scanned via smartphone to audibly play back labelling information such as allergen details and nutritional information. Following the trial, Kellogg’s planned to put the technology onto supermarket shelves in January 2022.

Chris Silcock, head of Kellogg’s UK, said: ‘Over two million people in the UK live with sight loss and are unable to simply read the information on our cereal boxes. As a company focused on equity, diversity and inclusion we believe that everyone should be able to access important and useful information about the food we sell.’