Müller adopts Navilens QR code on products as part of its Sustainability Action Plan | 24-07-2024 |
Müller Yogurt & Desserts has integrated NaviLens codes into its product packaging to enhance accessibility for blind and partially sighted (BPS) individuals. This initiative, claimed to be the first within the UK dairy sector, is part of the company's ongoing brand and packaging refresh. Müller will implement NaviLens' technology across all its products, starting with the Müller Light range.
AIPIA has reported on the success of the NaviLens project since Christmas 2022, when Coca Cola UK became the first major brand to use this exciting QR code technology on its products, in conjunction with the British Royal National Institute for the Blind (RNIB). Since then several other major brands, such as Kellogg’s – who were involved in the original trial - P&G, Pringles and Quorn have adopted it.
This technology sees high-contrast colour codes printed on product packaging that can be detected by a smartphone camera from a distance up to 12 times further than a standard QR code, and at a wide reading angle of 160 degrees. Unlike QR codes, users do not need to pinpoint the code's location to scan it.
The NaviLens codes on Müller products can be scanned using the corresponding app, with audio and haptic indications enabling users to locate and focus the code within the camera's view. The app can vocalise information such as nutrition facts, ingredients, allergens, and recycling instructions, or display it on the phone for use with other accessibility tools.
The move has been informed by the Sight Loss Councils (SLCs), a network of volunteers with visual impairments, supported by the Thomas Pocklington Trust. This collaboration is a crucial aspect of Müller's Sustainability Action Plan, aiming to deliver a positive and inclusive social impact.
Müller will also launch a social and PR campaign in conjunction with the Thomas Pocklington Trust and SLCs later this year to increase awareness of the difficulties faced by BPS people when purchasing food, according to the report which appeared in Industry Intel.
Müller Yogurt & Desserts CEO Richard Williams said, "Making a positive social impact and helping to create stronger and more inclusive communities is a key part of Müller's wider Sustainability Action Plan. We want to play our part in helping people lead healthier and happier lives, and being the first in the industry to partner with NaviLens is key in achieving that goal.”
"The innovative and life-changing technology offered by this code helps those with visual impairments overcome issues which others may never consider. By working with NaviLens, and raising awareness through our upcoming campaign, we hope to help encourage inclusivity, make the category more accessible for all shoppers, and ensure we achieve our purpose of putting a smile on the nation's face," he added.
AIPIA and AWA Smart Packaging World Congress Amsterdam
