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Latest news from Packaging Innovations & Empack

Müller partners with NaviLens to increase accessibility for blind and partially sighted people

In a first for the UK dairy industry, Müller Yogurt & Desserts will roll out NaviLens codes across all its branded products, increasing accessibility for blind and partially sighted (BPS) people. The move, which is the latest in the dairy company’s brand and packaging refresh, is integral in Müller’s social commitment to help consumers live happier, healthier lives, and make the dairy category more inclusive and accessible for all consumers.

Müller partners with NaviLens to increase accessibility for blind and partially sighted people

NaviLens is an award-winning app technology which sees a high-contrast colour code printed on product packaging, detectable by a smartphone camera from up to 12x farther than a QR code and with a wide reading angle of up to 160o – meaning users do not need to know precisely where the code is located to scan it.

Dedicated NaviLens codes printed on Müller products can be scanned using the corresponding app, with audio and haptic cues allowing users to locate and centre the code in the smartphone’s camera. Depending on shopper preferences, the app can either read aloud the ingredients, allergens, nutrition and recycling information for the product, or the user can read the information on their phone using accessibility tools.

This work has been informed by Sight Loss Councils (SLCs). These are regional groups of blind and partially sighted volunteers funded by Thomas Pocklington Trust. Volunteers have used their lived experience of sight loss to inform the accessibility of the packaging.

The partnership with NaviLens forms a key part of Müller’s Sustainability Action Plan commitment to deliver positive and inclusive social impact within communities, building brand trust and equity. The technology will be rolled out across all Müller Yogurt & Desserts products and drinks over the coming months, starting with the newly relaunched Müller Light range.

This summer will also see the dairy company launch a supporting social and PR campaign in partnership with Thomas Pocklington Trust and Sight Loss Councils, aimed to raise awareness of the challenges faced by BPS people when shopping for food products.

Richard Williams, Chief Executive Officer of Müller Yogurt & Desserts, 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 lifechanging technology offered by NaviLens 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.

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Müller partners with NaviLens to increase accessibility for blind and partially sighted people

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Latest news from Packaging Innovations & Empack

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