Aunt Bessie’s support visually impaired shoppers with on pack technology

In a first within the frozen category, Aunt Bessie’s has introduced NaviLens technology to the packaging of two of its biggest selling SKUs, as it partners with the Royal National Institute of Blind People (RNIB) to support visually impaired shoppers.

NaviLens technology uses tags, accessed through an app which provides audible product information and navigation, to assist the visually impaired and making packaging more inclusive.

With nearly two million people in the UK living with sight loss and less than 10% of blind and partially sighted people able to read braille, Aunt Bessie’s has taken the lead within the frozen category to offer a solution to help give control back to this community both in stores and in their kitchens.

The tags used in the NaviLens technology can be read by devices, such as smart phones, up to 12x further away than QR codes and with no focus required, eliminating the need for a shopper to know the exact location of the code and helping them locate their favourite frozen items in store and in their own freezer.

Additionally, information on the ingredients, preparation instructions and recycling information can all be heard aloud through the shopper’s mobile device.

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