Robinsons Fruit Shoot is once again showing that small things can make a big difference with its new refreshingly accessible packaging for blind and partially sighted shoppers.
The Carlsberg Britvic brand is adding leading 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 and can read this information aloud to blind and partially sighted shoppers. The code also allows shoppers to locate the product using haptic technology, including sounds, arrows and vibrations.
Two million people in the UK live with sight loss, 1 and 9 in 10 blind people find packaging difficult or impossible to read, 2 so this small packaging change will have a big impact.
Distinctively coloured 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 said: "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, said:"At NaviLens, we are delighted to have reached an agreement with Carlsberg Britvic to help make Robinsons Fruit Shoot products accessible to everyone.
“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.
“We believe that small actions can create a big impact, and this innovation is part of our ongoing commitment to building a more equitable and inclusive world.”
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
Robinsons Fruit Shoot is committed to inclusivity for everyone, and this latest initiative builds on its recent collaboration with the National Autistic Society to support the autistic community through the brand’s packaging changes last year.
Visit the NaviLens website to find instructions to download the NaviLens GO app and additional information.
1 Learn more about sight loss statistics across the UK | RNIB
Comments
Article is closed for comments.