Unilever is looking to improve its on-pack accessibility by adding enhanced QR codes to its packaging, creating a more inclusive experience for blind and partially sighted people, launching first on Persil packs in the UK.

The new QR codes, created by Zappar in collaboration with the leading UK manufacturer and the Royal National Institute of Blind People (RNIB), work by adding additional markings around existing QR codes, improving its detectability when scanned by accessibility apps that integrate the technology.

Supporting the estimated 2 million blind and partially sighted people in the UK, the new packaging provides a structured way for blind and partially sighted users to interact with their device’s configured accessibility features, displaying product information in larger text or via audio.

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The new enhanced QR codes are being incorporated for the first time on Persil’s new plastic-free capsules and Ultimate Liquids ranges and will be added to other Unilever products in the UK later this year.

With the code front of pack, accessibility apps can detect the product from over one metre away providing detailed product information such as usage, how to open the box, safety warnings and recycling information as the shopper gets closer.

By adding this simple enhancement to an existing QR code, it allows brands to integrate a layer of accessibility onto pack using their existing code scheme and therefore makes it easier for other brands to adopt this inclusive solution.

Currently the QR codes can be detected by accessibility app Zapvision, with integration into Microsoft Seeing AI coming soon.

Unilever, RNIB and Zappar’s shared ambition over time is to help drive a broader conversation around accessibility on consumer goods products and make accessibility to product information a standard for packaging design.

“We’re really proud to be launching these new enhanced QR codes on Persil packs, before its shared across other Unilever brands later this year,” laundry marketing director at Unilever, Nadine Slyper said.

“For us, this is bigger than Unilever, we see this as a first step in helping make packaging more accessible for everyone. We’re pleased to be exploring accessible QR codes as a business and hope to see other companies and accessibility apps join in this conversation.”

Slyper added: “This is a global initiative, and we hope this will help create a more inclusive experience for all of our shoppers as we grow and learn in this space.”

RNIB’s Accessibility Innovation Lead, Marc Powell commented: “More than two million people in the UK are living with sight loss and by 2050 it will double to over four million people.

“It’s great to be collaborating with Unilever and Zappar on making packaging more accessible for blind and partially sighted people as we should have the same freedom, independence and choice as sighted customers.

“This is a move in the right direction and it’s encouraging that a major brand like Unilever is taking steps to improve how QR codes on packaging work for visually impaired consumers,” he said.

CEO & Co-Founder of Zappar, Caspar Thykier also commented:“Although QR codes have been in mainstream use almost 30 years now, it has lacked the important ingredient of accessibility.

“Our new Accessible QR code for product packaging aims to begin to level the playing field for blind and partially sighted people and start a movement in making access to information on products and packaging readily and easily available to everyone, everywhere.

“This is really about helping make a small but important everyday quality of life improvement in people’s lives. We’re only at the very start of this journey but we hope this simple and scalable solution will over time be adopted by more forward-thinking brands who will join this movement,” Thykier added.

Last month, Tesco, Unilever and In Kind Direct launched the second phase of their partnership to help UK families tackle hygiene poverty.