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Kellogg’s ‘Inclusive’ Food Packaging Lets More Parents Send Their Love: Gallery

Kate Bertrand Connolly in Packaging Design on March 02, 2020
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Inclusivity is at the heart of two Rice Krispies Treats packages, one designed for children with autism and the other for blind and low-vision children. In each case, the packaging design lets parents include “Love Notes” in their kid’s lunchbox by applying a sticker to the treat’s writable wrapper.

According to a spokesperson for Kellogg, the brand’s owner, “All Rice Krispies Treats come with a writable wrapper where parents and other caregivers can send messages of love and support” by writing directly on the packaging. The company developed tactile “sensory stickers” and braille stickers to build on that concept, enabling parents of autistic and blind children to provide their own supportive notes.

The sensory stickers use textures to communicate non-verbally, and the low-vision stickers are braille-printed with eight different messages, including “Love You Lots” and “You’re the Best.” Both types of stickers are heart-shaped, to fit the white writable space on the front of the Rice Krispies Treats wrapper.

Kellogg launched the sensory-sticker packaging in Fall 2019. These stickers come in four designs that feature soothing colors and textures such as satin, fake fur, velour, and fleece. The sensory stickers come in packs of four.

A year prior, the company partnered with the National Federation of the Blind on the braille stickers. That limited-time packaging campaign also included re-recordable audio boxes for Rice Krispies Treats, which let parents send voice messages to their children.

“Our past campaigns for Rice Krispies Treats were designed to ensure all kids were able to experience messages of love and support during the back-to-school season. We focused on braille stickers and audio boxes in 2018 and then on sensory stickers in partnership with Autism Speaks in 2019,” the spokesperson explained. “At this time, we have the sensory stickers available for redemption using points on KelloggsFamilyRewards.com.”

Giving consumers the ability to add personal notes to otherwise “stock” packages is a popular idea, especially for snack products suitable for lunchboxes or backpacks. Separately, Frito-Lay has offered limited-edition writable snack packaging during the past two back-to-school seasons. The front of each Frito-Lay Variety Packs Snackable Notes bag features a talk bubble where parents can write a personal note to encourage their wee one.

 

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