Sight Loss Councils work with Müller to increase packaging accessibility
In a first for the UK dairy industry, Müller Yogurt & Desserts will roll out NaviLens codes across all its branded products, increasing accessibility for blind and partially sighted (BPS) people. This follows work with Birmingham and Black Country Sight Loss Council (SLC) to increase packaging accessibility.
Muller explains that the move, which is the latest in the dairy company’s brand and packaging refresh, is integral in Müller’s social commitment to help consumers live happier, healthier lives. It is also to make the dairy category more inclusive and accessible for all consumers.
Packaging accessibility
NaviLens is an award-winning app technology which sees a high-contrast colour code printed on product packaging. The code is detectable by a smartphone camera from up to 12 times further away than a QR code. It also has a wide reading angle of up to 160 degrees. This means people using the app do not 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. This allows people using the app 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. Alternatively, the person using the app can read the information on their phone using accessibility tools.
Partnerships
This work has been informed by Sight Loss Councils who work together to #MakeRetailAccessible. Volunteers have used their lived experience of sight loss to inform the accessibility of the packaging.
Muller explains the partnership with NaviLens forms a key part of Müller’s Sustainability Action Plan commitment to deliver positive and inclusive social impact within communities, building brand trust and equity. The technology will be rolled out across all Müller Yogurt & Desserts products and drinks over the coming months. This will start with the newly relaunched Müller Light range this month.
Raising awareness of challenges faced by blind and partially sighted people
This summer will also see the dairy company launch a supporting social and PR campaign in partnership with Thomas Pocklington Trust and Sight Loss Councils, aimed to raise awareness of the challenges faced by BPS people when shopping for food products.
Louise Connop, SLC Senior Engagement Manager at Thomas Pocklington Trust, said:
“We are proud of our partnership with Müller and our SLC volunteers to inform and increase the accessibility of packaging, to make their products more accessible for BPS people.
“As a person living with sight loss, accessible packaging means the difference between understanding what a product is and any potential allergens versus being unable to shop independently and pick products in the store on my own. Instead, I can simply now scan the packaging with my smartphone which will recognise and tell me about the product and its ingredients easily using the app.”
Richard Williams, Chief Executive Officer of Müller Yogurt & Desserts, said:
“Making a positive social impact and helping to create stronger and more inclusive communities is a key part of Müller’s wider Sustainability Action Plan. We want to play our part in helping people lead healthier and happier lives, and being the first in the industry to partner with NaviLens is key in achieving that goal.
“The innovative and lifechanging technology offered by NaviLens helps those with visual impairments overcome issues which others may never consider. By working with NaviLens, and raising awareness through our upcoming campaign, we hope to help encourage inclusivity, make the category more accessible for all shoppers, and ensure we achieve our purpose of putting a smile on the nation’s face.
“By playing our part in building a better future, this move will also help us continue to drive category growth for our customers, and reignite the core of our Müller Yogurt & Desserts range.”
Chief Executive Officer of Navilens, Javier Pita, said:
“We are thrilled to partner with Müller to integrate our technology into their product packaging. This collaboration demonstrates our mutual commitment to enhancing accessibility and providing an inclusive, and informative shopping experience for all consumers.
“By placing Navilens accessible codes on Müller products, we are empowering blind and partially sighted individuals to access crucial product information independently, while also enriching the overall shopping experience for everyone.
“It has been a joy to work with the Müller team on this project, their enthusiasm and attention to detail is second to none, and ultimately this partnership marks a significant step forward in setting new standards for accessibility and consumer engagement in the retail industry.”
Publication date: 11 July 2024