Aunt Bessie’s has updated its frozen food packaging in a bid to make the freezer aisle more accessible to blind and partially-sighted shoppers.
Launched in partnership with the Royal National Institute of Blind People (RNIB), the new packaging will feature a code, which when scanned with smartphone app technology from navigation labelling service NaviLens, will read on-pack labelling aloud through audio messaging.
Initially being rolled out across Aunt Bessie’s 10 Glorious Golden Yorkshires and 1.3kg Roast Potatoes, the technology helps to navigate customers to the location of products within a store as well as detect and read details including the brand name, nutritional information, preparation instructions, ingredients, allergens and recycling information.
The increase in product accessibility comes following a recent survey by Aunt Bessie’s and RNIB which found that 85% of respondents living with a visual impairment had issues accessing the information on frozen food packaging.
Half of those surveyed said they need to ask someone to read product information to them while two thirds have purchased the wrong item, having mistaken the packaging for something else.
Almost half (46%) also admitted to finding the frozen aisle more difficult to shop from than other aisle in a supermarket store due to product placement and large freezer doors.
“Every six minutes someone in the UK begins to lose their sight and ultimately their ability to easily complete tasks that many might take for granted, such as reading the labelling on food packaging or finding specific foods in supermarkets,” Aunt Bessie’s brand manager, Lauren Ward said.
“We know from the survey we conducted with RNIB that the majority of respondents (96%) say it would be useful to have NaviLens technology on frozen food packaging so we’re delighted to be launching such an impactful tool on two of our most loved products as we continue to strive to make mealtimes as accessible as possible.”
RNIB accessibility innovation lead, Marc Powell added: “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.
“We are delighted that Aunt Bessie’s is the first frozen food brand to sign up to using NaviLens technology on their packaging.”
