Nestlé Confectionery has started trialling accessible QR codes on two of its brands, KitKat and Quality Street, to help shoppers living with sight loss access product information more easily.
The new QR codes are rolling out on KitKat two-finger multipacks, while Quality Street will also host the accessible codes across its permanent range.
The QR codes, powered by Zappar technology, allow blind and partially sighted shoppers to easily retrieve essential product information. Shoppers scan the accessible QR codes on their phones using apps already used by the blind and partially sighted community, meaning there is no need for additional downloads.
When scanning the enhanced QR code, shoppers receive structured information tailored to their specific needs, including details on allergens, dietary requirements and usage instructions. The information is presented via standard accessible features such as large fonts and audible screen reader technology.
Sarah Drakes, Sustainability Manager for Nestlé Confectionery UK & Ireland, said: “By introducing Accessible QR codes on KitKat and Quality Street packs, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers.
“We’re looking forward to gathering the results of the trial and value the feedback from our loyal KitKat and Quality Street fans. Their input will guide us as we look at how to maximise packaging accessibility for all Nestlé Confectionery fans in the future.”
