Milling & Baking News - July 13, 2021 - 19

KELLOGG GO.
Kellogg making groundbreaking
change to cereal boxes in the UK
LONDON - Kellogg Co. is set to make
a groundbreaking change to its cereal
boxes in the United Kingdom, adding technology
that will allow blind and partially
sighted people to access important information
such as allergen details.
In partnership with NaviLens, Kellogg
in 2022 will begin packaging cereal in
boxes that allow a smartphone to easily
detect a unique on-pack code and play
back labeling information to the consumer
with sight loss. The NaviLens technology
includes high-contrasting colored
squares on a black background. According
to Kellogg, consumers do not need to
know exactly where the code is located
to scan it. Using the free NaviLens App,
consumers can pick up the on-pack code
from up to 10 feet away from the cereal
box. Once the code is detected, consumers
have the option to have the ingredients,
allergen and recycling information read
aloud to them - as well as reading it on
their device using accessibility tools.
Kellogg said the first accessible boxes
of Special K will begin appearing on store
shelves in the United Kingdom in January
2022, with all other brands transitioning
to the new packaging during the year.
The idea for the accessible boxes
followed a 2019 meeting between representatives
of Kellogg and children at St.
Vincent's, a specialist school in Liverpool
for children with sensory impairment.
It was the pupil's insight that inspired
the business to look for solutions. Subsequently,
Kellogg initiated a successful
UK trial last year in partnership with
Co-op, on Kellogg's Coco Pops boxes.
Evaluation of the pilot by charity Royal
National Institute of Blind People
(RNIB) showed that 97% of the participants
agreed that they would like more
of these accessibility features available
on grocery packaging in the future.
The NaviLens technology is used in
Spain across Barcelona, Madrid and
Murcia city transport systems, making
the cities easier to navigate for thousands
of visually impaired citizens.
" Over two million people in the UK
live with sight loss and are unable
to simply read the information on
our cereal boxes, " said Chris Silcock,
head of Kellogg UK. " 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 that
we sell. That's why, starting next year,
we are adding new technology to all
of our cereal boxes. I am proud that
Kellogg will be the first company in the
world to use NaviLens on packaging. We
know it's important that all packaging
is accessible for the blind community to
enable them to make shopping easier, so
we will share our experience with other
AAK considering closing Belgium
bakery fats production plant
MALMO, SWEDEN - AAK has
announced it is considering closing its
production site in Merksem, Belgium, a
move the company said is in line with its
strategy to optimize performance within
the bakery segment to improve cost efficiency
and increase competitiveness.
An AAK business since the 2014 acquisition
of the oils and fats business of CSM
Benelux NVAAK, the Merksem facility
bakingbusiness.com
is predominantly a bakery fats plant,
mainly producing margarines and shortenings
for the industrial market in continental
Europe. The proposed consolidation
implies a transfer of production from
Merksem to AAK's sites in Hull, United
Kingdom, and Zaandijk, The Netherlands,
after which the site in Merksem would be
closed. AAK employs approximately 100
at the Merksem plant.
Kellogg in 2022 will begin packaging cereal in
boxes that allow a smartphone to easily detect
a unique on-pack code and play back labeling
information to consumers with sight loss.
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. " MBN
" The proposed production consolidation
would optimize our bakery segment
in line with our portfolio strategy, " said
Johan Westman, president and chief
executive officer of AAK Group. " We will
maintain our strong presence in the European
industrial bakery market and continue
to support our customers with the
same high level of dedication and service. "
AAK said it plans to transfer production
equipment and make additional
investments in Hull and Zaandijk to
accommodate potential additional volumes,
if necessary. MBN
MILLING & BAKING NEWS 19
brands who want to learn more. "
Marc Powell, strategic accessibility lead
at RNIB, called the announcement " 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, "
Mr. Powell said. " Important information
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Milling & Baking News - July 13, 2021

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