SMA Nutrition is supporting its visually impaired customers by putting NaviLens codes on all its product packaging.
The brand noted that with the NaviLens technology, visually impaired parents and caregivers can now easily make informed purchasing decisions and get answers to their feeding queries, both in-store and at home.
Scannable codes, similar to QR codes, have been integrated into all SMA packaging. When a visually impaired shopper points their device towards the SMA product, their smartphone can detect the on-pack code from up to three metres away. This triggers their phone, and the customer can choose to access all product information, including the ingredients, allergen, and recycling information read aloud in their phone’s language, or view it on their device using accessibility tools.
Vicky Woods Managing Director of Nestlé Nutrition UK and Ireland, said: “The addition of NaviLens to our packs is the first time this has been done in the infant nutrition category, and we hope the importance and benefits for so many will inspire other brands to follow. The breadth of the technology means visually impaired parents can independently choose, find, and understand all the on-pack information they need should they decide to use formula.
“By providing the crucial instructions in 37 languages, the products become more accessible and user-friendly for those who aren’t native English speakers. Even sighted parents who are preparing night feeds and need someone to read preparation instructions in the early hours can benefit.
“Nestle is tremendously proud to have worked closely with the NaviLens team to customise the user experience to be suitable for this unique category. We are also grateful for the support of the RNIB, whose advice has been invaluable in adopting this technology across our portfolio.”
