Zappar gets thumbs up from Diageo and Nestlé for its Accessible QR code | 23-09-2024 |

Ketel One Family Made Vodka, part of the Diageo family of Brands, has announced it will place an accessible QR code (AQR) on its bottles in the USA. The AQR is powerd by AIPIA member Zappar. This addition, available on a range of recently launched ready-to-serve cocktails, allows easier identification of products and access to product information for consumers who are blind or have low vision. As the first spirit brand to enable this capability, Ketel One is leading by example to help create a more inclusive environment for consumers nationwide, it says. In other news Nestlé is also rolling out AQRs on two of its major confectionery brands.

The AQRs will be found on Ketel One Vodka’s bottled Espresso Martini and Cosmopolitan products from The Cocktail Collection on shelves in liquor stores from this month. These new enhanced QR codes can be detected by accessibility apps such as Microsoft Seeing AI, Be My Eyes and Envision. 

When a user who is blind or has low vision scans the AQR code on product, they unlock distance detection and access to product information. Upon scanning, the user’s phone announces the product category and its physical distance from the user through text-to-speech and enhanced font size. The app also detects key information including product details, specific allergens and can even provide recipe suggestions, all of which would normally require additional, visual assistance to obtain. The AQR also serves to connect all consumers to a brand's digital presence whether it be an interactive AR campaign or a simple website landing page, say the companies.

Carl Nolet Jr, 11th generation family member at Ketel One, explained: “After learning about emerging technology in this space nearly two years ago, we were inspired to see how we could better provide product information to consumers who are blind or have low vision. We are excited to be the first spirit brand to launch this technology as it’s a powerful yet simple way to provide greater choice for all consumers through accessible product information. This addition to Ketel One’s Cocktail Collection packaging will make the product more accessible, which is something we are always striving for as we continue to innovate and evolve as a brand.”

In another announcement  Nestlé confirmed it is trialling AQRs on two of its major confectionery brands, KitKat and Quality Street, to help shoppers who are living with sight loss to access product information more easily. 

The new QR codes are out now on KitKat two finger multipacks, and across the Quality Street range. Shoppers will be able to scan the QR codes on their phones using existing apps already used by the blind and partially sighted community, meaning there is no need for additional downloads.

John Worsfold, Head of Solutions Innovation at RNIB said: “Collaborating with brands such as Nestlé and Diageo is so important in our ongoing mission to highlight how industry can raise its game and make packaging more accessible. We’re delighted that shoppers can now use Zappar technology through their smartphones to access important on pack information such as allergy information and other requirement on the RTD cocktails,  KitKat and Quality Street packs. This includes improving the tough decision-making process of which cocktail recipe to drink and, for Quality Street, which one to eat first, by describing the shape and colour of each sweet!” 

According to Zappar and their charity partners at the RNIB, more than 315 million people around the world are blind or have low vision and “nine out of 10 of those people find it difficult to access crucial information on product packaging.” 

Click: MORE AT AIPIA SMART PACKAGING WORLD CONGRESS