Müller updates packaging to increase accessibility for blind shoppers

The move, which is a first for the UK dairy industry, will see a high-contrast colour code printed on product packaging, detectable by a smartphone camera from up to 12 times further than a QR code with a widening angle of up to 160 degrees, meaning users don’t need to know precisely where the code is located to scan it.

Dedicated NaviLens codes printed on Müller products can be scanned using the corresponding app, with audio and haptic cues allowing users to locate and centre the code in the smartphone’s camera.

Depending on shopper preferences, the app can either read aloud the ingredients, allergens, nutrition and recycling information for the product, or the user can read the information on their phone using accessibility tools.

The partnership forms a key part of the dairy giant’s Sustainability Action Plan commitment to deliver positive and inclusive social impact within communities.

The technology will be rolled out across all products in the coming months, starting with the newly relaunched Müller Light range this month.

This summer, the dairy company will also launch a supporting social and PR campaign in partnership with Thomas Pocklington Trust and Sight Loss Councils, which aims to raise awareness of the challenges faced by blind or partially sighted people when shopping for food products.

Grocery Gazette