Co-op has launched NaviLens technology across its own-label paper products range to make it easier for customers with visual impairments to identify products and shop independently.

This move marks a first in grocery retail; shoppers will be able to find NaviLens codes printed on Co-op’s Single Roll Kitchen Towel, Toilet Tissue and Roll Kitchen Towel.

The NaviLens technology utilises high-contrast codes that are printed on product packaging, which can be detected by the free NaviLens smartphone app.

These QR codes can be scanned from further away and at wider angles, unlike traditional QR codes, which means users do not need to know exactly where the code is located, enabling a more independent shopping experience.

After the scan the technology provides audio information with the product information and specifications to assist visually impaired shoppers in identifying items on the shelf.

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This may include product names, descriptions and other useful information which supports decision-making in-store.

Janet Lawrence, Co-op technical manager, said: “This initiative is an important step in paving the way for future innovation in grocery retail, demonstrating how technology can be used to create a more inclusive shopping environment and improved experience for blind and visually impaired customers.”

Lorenzo Campos, NaviLens CEO, said: “At NaviLens, we are proud to partner with Co-op on this initiative to make everyday essential products more accessible.

“Bringing NaviLens codes to paper goods represents an important step towards a more inclusive shopping experience, enabling blind and partially sighted people to access product information more easily and shop with greater independence, confidence and dignity.”