Carlsberg Britvic has enhanced its brand packaging by integrating NaviLens technology. This innovative code, when scanned with a mobile device, significantly improves accessibility for partially sighted shoppers, enabling them to easily view ingredients and nutritional information. Furthermore, it provides audio descriptions of this content for individuals who are blind or have visual impairments.
Additionally, the technology employs haptic features, such as sounds, arrows, and vibrations, which guide shoppers in locating products. Notably, NaviLens codes can be scanned from a distance up to 12 times greater than traditional QR codes or barcodes. They offer quick scanning capabilities at various angles and remain effective, even in low-light conditions or when slightly out of focus.
According to the Royal National Institute of Blind People, approximately two million individuals in the UK experience sight loss, with 90% of blind individuals finding packaging challenging to read.
Munnawar Chishty, Carlsberg Britvic’s Chief Marketing Officer, stated: “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 further emphasized: “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, expressed: “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 have already been implemented on Robinsons Fruit Shoot multipacks, with broader distribution expected throughout the summer. Furthermore, these codes will also feature on the popular Apple & Blackcurrant 275ml single packs and their price-marked equivalents.
