SMA Nutrition is putting NaviLens codes on all product packaging to support visually impaired customers.
Scannable codes, similar to QR codes, have been integrated into all packs and when a visually impaired shopper with the NaviLens app points their device towards the product, their smartphone can detect the code from up to three metres away.
This triggers the phone, enabling customers to access all product information including the ingredients, allergen, and recycling information read aloud in up to 37 languages or view it on their device using accessibility tools.
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At home, NaviLens users will be able to use the app to read aloud preparation instructions for SMA products, be provided with step-by-step guidance on measuring formula and ensuring proper preparation, and offered additional resources on safe formula feeding practices.
Nestlé Nutrition UK and Ireland managing director Vicky Woods said: “The addition of NaviLens to our packs is the first time this has been done in the infant nutrition category, and we hope the importance and benefits for so many will inspire other brands to follow.
“The breadth of the technology means visually impaired parents can independently choose, find, and understand all the on-pack information they need should they decide to use formula. Even sighted parents who are preparing night feeds and need someone to read preparation instructions in the early hours can benefit.”
Earlier this year, Müller also updated the packaging of all branded products with NaviLens codes to increase accessibility for blind and partially sighted people.
