The Guide Dogs charity has welcomed the wider use of NaviLens technology across the FMCG sector, but stressed more needs to be done in retail spaces to support people with sight loss.
Brands to adopt the assistive tech on their packaging include the likes of Nestlé, Quorn, Weetabix, Robinsons Fruit Shoot and most recently, Strongbow.
NaviLens uses scannable QR codes to provide a high-contrast, smartphone-readable marker that helps blind and partially sighted shoppers find, understand and engage with the product.
The code links to the NaviLens app which shares key details such as ingredients, ABV, brand content and store navigation.
To help people locate codes in a store, the NaviLens app provides audio cues that get faster as you approach a code, as well as visual and directional information.
“It’s encouraging to see an increasing number of household names recognising the importance of accessible packaging,” Alex Pepper, head of accessibility, diversity, equity and inclusion at Guide Dogs.
“We know inaccessible packaging remains a major barrier to independence for many people with a vision impairment. By adopting technologies like NaviLens, brands can help break down those barriers and lead the way towards a more inclusive shopping experience.
“We hope this marks the beginning of wider change across the FMCG industry - and we’re here to support any organisation that wants to better understand how accessibility can go hand-in-hand with innovation and inclusion.”
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