Twinings is leading the way as the first tea brand to implement accessible QR (AQR) codes on a large scale, marking a notable advancement in inclusive packaging within the UK grocery market.
This initiative is part of a comprehensive packaging update aimed at enhancing product navigability for consumers who are blind or partially sighted—an audience for whom traditional labeling can often be challenging or unviewable.
Starting in July, the newly designed AQR codes will first be available on Twinings’ Black Tea line, with Green Teas and Infusions set to follow in September. This update will cover a variety of pack sizes, including large formats such as 80, 120, and 300-bag boxes, as well as smaller 20- and 40-bag packs, and select foodservice packaging. By incorporating this technology into a wide array of products, Twinings sets the benchmark as the first British tea company to adopt accessible QR codes so broadly.
A transformative approach to accessible packaging
The rollout of AQR codes aims to tackle a significant barrier to accessibility. Approximately 2 million individuals in the UK experience sight loss, and a staggering nine out of ten find food packaging hard or impossible to read. Traditional QR codes provide minimal assistance, as they typically necessitate exact alignment and close scanning—both of which pose challenges for those who are blind or have partial sight.
Developed in collaboration with Zappar, the creator of the Accessible QR code, and io.tt, the platform that facilitates the digital interaction, Twinings’ AQR codes are specifically designed to mitigate these hurdles. When used with accessibility applications like Be My Eyes or Seeing AI, these codes can be scanned from over a meter away—approximately seven times the distance of a standard QR code. This feature allows shoppers to easily locate products on the shelf and scan independently.
Upon scanning, the AQR code grants users enhanced access to crucial product details, including the type of tea, ingredient list, and brewing instructions. Users can select either enlarged text or audio playback, closely mirroring the experience of sighted consumers who can swiftly read and compare different items.
Developed with expert guidance
This initiative has been carried out in close partnership with the Royal National Institute of Blind People (RNIB), whose advice has been instrumental in determining the optimal placement, consistency, and usability of the codes across various packaging sizes.
Gill Close, marketing director for Twinings UK & Ireland, emphasized that this launch underscores the brand’s enduring commitment to accessibility:
“Inclusivity is fundamental to our ethos at Twinings. By launching accessible QR codes, we’re taking a significant step toward making our offerings more navigable for blind and partially sighted consumers. This is just the beginning—we recognize there’s more work to be done, but we take pride in our proactive steps to enhance accessibility and foster industry-wide progress.”
Alan Lock, Director of inclusive design consulting at RNIB, praised this initiative: “Inaccessible packaging is a persistent obstacle for individuals living with sight loss in the UK. Twinings’ rollout of accessible QR codes is a much-needed and practical advancement, empowering shoppers to independently locate products and obtain necessary information. We hope this is a catalyst, encouraging the broader industry to adopt similar practices.”
This rollout is part of Twinings’ overarching accessibility plan, which also incorporates improved website functionalities like read-aloud options, larger font sizes, and enhanced contrast. By integrating AQR codes into mainstream packaging instead of confining them to niche products, the brand aspires to normalize inclusive design throughout the entire category.