Robinsons Fruit Shoot is rolling out accessible packaging for blind and partially sighted shoppers.
The Carlsberg Britvic brand is adding leading NaviLens technology to its packaging – a code that, when scanned with a mobile phone, allows partially sighted shoppers to more easily see ingredients and nutritional information listed on the packaging and can read this information aloud to blind shoppers. The code also allows shoppers to locate the product using haptic technology, including sounds, arrows and vibrations.
Munnawar Chishty, Carlsberg Britvic’s Chief Marketing Officer, said: “Inclusivity is at the heart of everything we do at Carlsberg Britvic, and we’re proud to be taking another step towards greater accessibility for our shoppers and consumers.
“Robinsons Fruit Shoot is committed to leading the way in the kids drinks category through inclusivity. By making our brands more inclusive and accessible, we continue our journey as a progressive drinks business – one that reaches and supports even more families.”
José Castejón, Project Manager at NaviLens, added: “At NaviLens, we are delighted to have reached an agreement with Carlsberg Britvic to help make Robinsons Fruit Shoot products accessible to everyone.
“The inclusion of NaviLens technology on Robinsons Fruit Shoot packaging represents an important step towards greater inclusion, enabling people with visual impairments to locate, identify, and access product information quickly, easily, and independently.
“By scanning the codes with the NaviLens GO app, we can also support all consumers thanks to our innovative augmented reality filters, which enhance the shopping experience for everyone.
“We believe that small actions can create a big impact, and this innovation is part of our ongoing commitment to building a more equitable and inclusive world.”
The NaviLens codes on Robinsons Fruit Shoot multipacks are out now, with greater distribution expected throughout the summer. The codes will also appear on Apple & Blackcurrant 275ml single packs and 275ml single price-marked packs.
