Coca-Cola launches on-pack tech for visually impaired shoppers in industry first

By: Trademagazin editor Date: 2022. 11. 03. 09:22

Coca-Cola has become the first drinks business to launch on-pack technology for visually impaired customers.

In partnership with Navilens, the FMCG giant has rolled out codes across 24x330ml and 30x330ml packs of its Christmas can multipacks, allowing customers to scan the code using their mobile phones. From a distance of up to four meters, the code allows customers to find out the information via the code even when unfocused.

According to Coca-Cola VP for commercial development Martin Attock, the brand is “proud to be working with NaviLens this year to make our packs and the Coca-Cola brand more inclusive.”

He added the tech was “making a huge different to as many as two million people in the UK who are currently visually impaired”.

The news comes as Kellogg’s announcement that it is to permanently add technology it believes is a world first to its cereal boxes to make them accessible to blind and partially sighted people. The new boxes will allow a smartphone to easily detect a unique on-pack code and play back labelling information to shoppers with sight loss.

Grocery Gazette