Nestlé is trialling accessible QR codes on its KitKat and Quality Street brands to help shoppers who are living with sight loss to access product information more easily.

The QR codes, powered by Zappar technology, will roll out across KitKat two finger multipacks and the permanent Quality Street range.

Shoppers will be able to scan the codes on their phones using existing apps already used by the blind and partially sighted community.

When scanning the enhanced QR code, shoppers will receive structured information tailored to their specific needs, including details on allergens, dietary requirements and usage instructions.

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The information will be presented via standard accessible features such as large fonts and audible screen reader technology.

Nestlé Confectionery UK and Ireland sustainability manager Sarah Drakes said: “By introducing accessible QR codes on KitKat and Quality Street packs, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers.”

John Worsfold, head of solutions at the Royal National Institute of Blind People (RNIB), which worked closely with the FMCG giant on the new QR codes, added: “Collaborating with brands such as Nestlé is so important in our ongoing mission to highlight how the 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 including improving the tough decision-making process of which one to eat first by describing the shape and colour of each sweet.”