The Carlsberg Britvic owned brand has added NaviLens technology to its packaging. This is 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 also allows shoppers to locate the product using haptic technology, which include sounds, arrows and vibrations. It can be scanned in seconds and at a distance that is 12 times further than a QR code or barcode, at an angle, and can also work when out of focus and in low lighting.
According to the Royal National Institute of Blind People, two million people in the UK live with sight loss, and nine in 10 blind people find packaging difficult or impossible to read.
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.”
Chishty added: “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.”
The NaviLens codes on Robinsons Fruit Shoot multipacks are already 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 pack.
