Twinings is adding accessible QR codes to its tea packaging to help blind and partially sighted shoppers find products and read on-pack information.

The tea brand said the move made it the first British tea brand to introduce the technology at scale, as part of a wider packaging refresh.

The accessible QR codes will start appearing on Twinings’ Black Tea range from July, with Green Teas and Infusions to follow from September.

They will be added across several pack formats, appearing on the front of larger boxes, including 80, 120 and 300 tea bag packs, and on the side of smaller 20 and 40 tea bag boxes.

Selected foodservice cartons will also feature the codes to help consumers and staff access product information more easily.

Using accessibility apps, including Be My Eyes and Seeing AI, shoppers can locate and scan the codes using a smartphone from more than a metre away.

Twinings said the technology allowed consumers to access information such as product type, ingredients and brewing instructions through larger text and audio playback.

The initiative was developed with the Royal National Institute of Blind People (RNIB), technology partner io.tt and Zappar, which created the accessible QR code.

Twinings worked with RNIB on the placement and usability of the codes to make them clear and consistent across different pack formats.

The brand said the move could support the two million people in the UK living with sight loss, nine in 10 of whom find food packaging difficult or impossible to read.

Twinings UK and Ireland marketing director Gill Close said: “Inclusivity is a core value for us at Twinings. By introducing accessible QR codes, we’re taking an important step towards making our products easier to navigate for blind and partially sighted consumers.

“This is part of an ongoing journey, we know there is more to do, but we’re proud to be taking meaningful action to improve accessibility and help drive progress across the industry.”

RNIB director of inclusive design consulting Alan Lock added: “Inaccessible packaging remains one of the most persistent everyday barriers facing people living with sight loss in the UK.

“Twinings’ introduction of accessible QR codes is a welcome and practical step forward, helping to give shoppers the independence to find products and access the information they need.”

Twinings said the QR experience would also link to enhanced website accessibility features, including read-aloud functionality, larger text and improved contrast.