Twinings has announced the introduction of accessible QR (or AQR) codes to its tea packaging, becoming the first tea brand to introduce this technology at scale, as part of a wider packaging refresh.
The updates are designed to make its products easier to navigate for blind and partially sighted consumers.
The new codes will be added across a range of pack formats, appearing on the front of larger boxes, including 80, 120 and 300-bag packs, and on the side of smaller packs, including 20 and 40-bag formats, where space is more limited for both black tea, green tea and infusions.
Using accessibility apps, including Be My Eyes and Seeing AI, shoppers can use their smartphone to locate and scan the codes, at a distance of over a metre - seven times stronger than standard QR scanning, helping guide them to the product.
This greatly benefits blind and partially sighted users who often find it difficult to scan standard QR codes. It allows consumers to access information such as product type, ingredients and brewing instructions through enhanced text size and audio playback.
Twinings has worked closely with RNIB to incorporate key recommendations into the placement and usability of the codes, helping ensure they are clear, consistent and as accessible as possible across different packs.
Updated packs will appear in stores from July across Twinings’ Black Tea range. Green Teas and Infusions will follow from September as packaging is updated across the range.
Gill Close, MD for Twinings UK & Ireland, said: “Inclusivity is a core value for us at Twinings. By introducing accessible QR codes, we’re taking an important step towards making our products easier to navigate for blind and partially sighted consumers.
“This is part of an ongoing journey, we know there is more to do, but we’re proud to be taking meaningful action to improve accessibility and help drive progress across the industry.”
Twinings’ on-pack QR experience will also link to its enhanced website accessibility features, including read-aloud functionality, larger text and improved contrast, as part of its broader commitment to inclusivity and removing everyday barriers for consumers.
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