Carlsberg Britvic has added accessible packaging for blind and partially sighted shoppers to its Robinsons Fruit Shoot.
Using NaviLens technology, the new feature presents a distinctively coloured scannable code on bottles that can be read with a mobile phone.
It allows partially sighted shoppers to “more easily see ingredients and nutritional information listed on the packaging”, said Carlsberg Britvic
There is also an option for this information to be read aloud for blind and partially sighted shoppers.
Additionally, the code allows shoppers to locate the product using haptic technology, including sounds, arrows and vibrations.
It can be scanned at a distance 12 times further than a QR code or barcode and it can be scanned in seconds and at an angle. They also work when out of focus and in low lighting.
With two million people in the UK living with sight loss and 9 in 10 blind people finding packaging difficult or impossible to read, this “small packaging change will have a big impact”, added Carlsberg Britvic.
The NaviLens codes on 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 PMPs.
”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,” said Munnawar Chishty, Carlsberg Britvic’s chief marketing officer.
“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, commented :“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.”
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