Robinsons Fruit Shoot has unveiled accessible packaging for blind and partially sighted shoppers.
The Carlsberg Britvic brand is adding NaviLens technology to its packaging – a code that, when scanned with a mobile phone, allows partially sighted shoppers to more easily see ingredients and nutritional information listed on the packaging. It can also read this information aloud to blind and partially sighted shoppers. The code allows shoppers to locate the product using haptic technology, including sounds, arrows and vibrations.
Two million people in the UK live with sight loss, and nine in 10 blind people find packaging difficult or impossible to read, so this small packaging change could have a big impact.
NaviLens codes can be scanned at a distance 12 times further than a QR code or barcode, can be scanned in seconds and at an angle. NaviLens codes also work when out of focus and in low lighting.
Munnawar Chishty, Carlsberg Britvic’s chief marketing officer, says: “Inclusivity is at the heart of everything we do at Carlsberg Britvic and we’re proud to be taking another step towards greater accessibility for our shoppers and consumers.
“Robinsons Fruit Shoot is committed to leading the way in the kids’ drinks category through inclusivity.
“By making our brands more inclusive and accessible, we continue our journey as a progressive drinks business – one that reaches and supports even more families.”
José Castejón, project manager at NaviLens, says: “The inclusion of NaviLens technology on Robinsons Fruit Shoot packaging represents an important step towards greater inclusion, enabling people with visual impairments to locate, identify and access product information quickly, easily and independently.
“By scanning the codes with the NaviLens GO app, we can also support all consumers thanks to our innovative augmented reality filters, which enhance the shopping experience for everyone.”
The NaviLens codes on Robinsons Fruit Shoot multipacks are out now, with greater distribution expected throughout the summer. The codes will also appear on Apple & Blackcurrant 275ml single packs and 275ml single price-marked packs.
