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While people can live perfectly normal lives with color blindness, it helps to be aware of the condition. That goes double for children, who can be put in a disadvantage at school, where color is frequently used to convey information.
To offer parents an easy way to find out if their kids have color vision deficiency, Guatemala's Committee for the Deaf and Blind partnered with Kellogg's to add color blindness tests to the back of boxes of Froot Loops. Turning the Ishihara test — a common diagnostic tool — into a game, the idea is for children to find 'hidden' loops of different colors on the back of the cereal box.
In addition to Guatemala, Kellogg's will also be selling the special edition boxes in Costa Rica and Panama through early 2022.
There are plenty of free color blindness tests online, but parents won't look for those if they don't suspect their child might have trouble distinguishing colors. Putting a simple test on a cereal box means the condition can be detected over breakfast, potentially leading to an earlier diagnosis. It's also an easy way for Kellogg's to position itself as a supportive brand. Now if only that caring attitude would be backed up by bolder actions to reduce cereal's sugar content... ;-)