Aunt Bessie’s has introduced NaviLens technology to the packaging of two popular items as it partners with the Royal National Institute of Blind People (RNIB) to support visually impaired shoppers.
NaviLens technology uses tags on the packaging to provide audible product information and navigation to assist the visually impaired, increasing the packaging’s inclusivity. The tags are on packs of Aunt Bessie’s glorious golden yorkshires and crispy & fluffy roasties.
The tags are read through an app and can be accessed without focus and up to 12x further away than ordinary QR codes. This means that the product can be located more easily both in the shop and at home. Additionally, information on ingredients, instructions and recycling can all be heard aloud through the shopper’s mobile device.
RNIB accessibility innovation lead, Marc Powell, said: “Blind and partially sighted people should have the same freedom, independence and choice as sighted customers. Currently, important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.
“That is why RNIB is working with organisations to bring about a significant step-change in how brands can put accessibility at the forefront of design and packaging decisions, and be a catalyst for change”.
“Aunt Bessie’s is the first frozen brand in the world to introduce the NaviLens technology on to packaging and we hope it will make a positive difference to shoppers’ experiences in the frozen aisle, generating conversation and awareness of the challenges many shoppers face every day”, added Lauren Ward, brand manager at Aunt Bessie’s.
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