In collaboration with the Royal National Institute of Blind People RNIB, along with partners Zappar and io.tt, Twinings has developed innovative QR codes. These codes are designed to assist blind and partially sighted consumers in easily locating products and accessing essential information, including ingredients and brewing instructions, through smartphone accessibility applications.
Gill Close, marketing director at Twinings UK and Ireland, emphasized the significance of this initiative: “This is an important step towards more inclusive packaging, helping to remove everyday barriers and create a more independent shopping experience.” She added, “The rollout will begin this summer across our Black Tea range, with more to follow. We know there’s more to do, but we’re proud to be taking meaningful action, and hope this helps drive wider change across the industry.”
Furthermore, Alan Lock, director of inclusive design consulting at RNIB, highlighted the persistent challenges faced by those with sight loss. He stated, “Inaccessible packaging remains one of the most persistent everyday barriers facing people living with sight loss in the UK. Twinings’ introduction of accessible QR codes is a welcome and practical step forward, helping to give shoppers the independence to find products and access the information they need.”
