Cookie settings

We use cookies to provide you with an optimal website experience. These include cookies that are necessary to operate the site, as well as those that are only used for anonymous statistical purposes, for convenience settings or to display personalized content. You can decide for yourself which categories you would like to allow and reset your selection at any time. Please note that depending on your settings, not all functionalities of the site may be available.

For more information, please see our data protection information.

Notice regarding the transfer of your data collected on this website to third countries:

By clicking on "Confirm All" or "Statistics" and "Confirm Selection" you consent in accordance with Article 49 (1) (a) of the General Data Protection Regulation (GDPR), that your data collected on this website will also be processed in third countries where the GDPR does not apply. For example, Google processes this data in the USA. Nevertheless, if you do not select "Statistics" and click "Confirm selection", the transfer described above will not take place.

Technically necessary

These cookies are necessary for the functionality of our website (e.g. technical or security-related aspects). They serve as the operation of the website and make it functionally usable for you. This mainly includes basic functions such as navigation on the website. We cannot run the website correctly without using these cookies. Therefore, their use base upon our legitimate interest, because otherwise we cannot offer a properly functioning website.

The legal basis for the processing of such cookies is Article 6 (1) (f) GDPR.


We use these cookies to improve our offers and our website. For instance, with the help of these cookies we can determine the number of visitors and the effect of certain pages of our website, create statistics and analyses and subsequently optimize our content. Statistics Cookies collect information about how websites are used in order to improve their attractiveness, content and functionality. We use them only with your consent, which you can revoke or reset at any time.

The legal basis for the processing of such cookies is Article 6 (1) (a) GDPR.


We use these cookies to show you personalized content that matches your interests. This includes in particular the videos embedded on our website. We use them only with your consent, which you can revoke or reset at any time.

The legal basis for the processing of such cookies is Article 6 (1) (a) GDPR.

Explanation of cookies:

Cookies are text files that are stored on your end device, such as a PC, tablet or smartphone, when you visit a website with the help of your browser. Cookies consist of technical information that identifies you as a user. So-called session cookies, which are automatically deleted after closing the browser, differ from temporary or permanent cookies, which are stored on your end device for a longer or unlimited period. Cookies ensure that our website is able to identify and recognize the website users when visiting the website with the same device again. Cookies make sure that certain settings and data is provided automatically. Therefore, the information stored in cookies is transmitted either to the website visited ("first party cookie") or to another website to which the cookie set is assigned ("third party cookie").

However, you can select the browser settings to prevent the storage of statistics and personalization cookies. In this case, we will ask you each time when visiting the website whether you agree to the setting of cookies or not. In addition, you can revoke or reset the cookie settings at any time with future effect by reopening the cookie banner on our website or by using your browser settings. To do this, use the help function of your browser and follow the instructions.


World Sight Day: Kellogg's scores with special packaging

26.09.2022 - Recycled Cartonboard, Customer Stories

It makes shopping easier for the blind and visually impaired and impresses competition juries: the cereal packaging that Kellogg's and MM created together with the British Royal National Institute of Blind People.

The innovative packaging of Kellogg's Coco Pops has won the silver medal “Marken-Magnet” (“Brand Magnet") in the category “Impulse at the POS” awarded by the German trade magazine Lebensmittelpraxis. The special thing about the cereal box: it is the first food packaging ever to use the new NaviLens system, which makes life easier for the blind and visually impaired in many everyday situations.

Innovative NaviLens-Technology
NaviLens works with colourful codes – similar to QR codes, which smartphones can recognise from a distance. Via an app, they make important information accessible to visually impaired users – information that would otherwise remain hidden from them. NaviLens already helps with orientation in the public transport systems of many major cities across the world, ​​but in the case of Kellogg's it takes on a different task: In a British study, nine out of ten blind and visually impaired people stated that the information on food packaging was difficult or impossible for them to read. Thanks to the innovative solution, all they have to do is point their phone towards the box and they can have ingredients, allergens and recycling details read aloud to them or read them on their device using accessibility tools.

Braille embossing on recycled cartonboard
In addition, the box was equipped with a large embossing in Braille, with which the blind can feel information about the product. This technology is common for medicine packaging, but still a rare special feature in the food sector. Braille embossing also places special demands on the cartonboard quality. A board grade from MM Board & Paper developed especially for Kellogg´s perfectly meets these requirements. MM Packaging UK converted the recycled cartonboard into the award-winning box.

Trial run in UK
Kellogg's launched the Coco Pops package to mark the World Health Organization's World Sight Day in October 2020, initially in a limited edition in around 60 Co-op supermarket stores in the UK. Following the success of this package, Kellogg’s Europe is now adding NaviLens to all of its new cereal portfolio packaging.

The cereal packaging that Kellogg's and MM created together with the British Royal National Institute of Blind People, makes in shopping situations life easier for the blind and visually impaired.