Heineken-owned brand Strongbow has introduced NaviLens technology to its range, becoming the first major alcohol brand in the UK to add the assistive technology feature directly to its packaging.
Rolling out across all Strongbow SKUs in the grocery, wholesale and convenience channels, the Strongbow packs will feature a NaviLens QR code – a high-contrast, smartphone-readable marker that helps blind and partially sighted shoppers find and engage with the product. The code links to the NaviLens app, which shares details such as ingredients and ABV, along with brand content and store navigation.
The company pointed to research showing that 90% of disabled consumers face accessibility issues when shopping. The RNIB (Royal National Institute of Blind People) also reports that nine in 10 people with sight loss find information on packaging difficult or impossible to read. The introduction of NaviLens aims to help the Strongbow brand and retailers better connect with an otherwise underserved audience.
“This wasn’t just about adding a QR code, it’s about understanding how people experience our product and adding value into the cider category,” said Rachel Holms, Cider Brand Director at Heineken UK.
“Hearing directly from blind and visually impaired creators as part of this process has helped us see the gaps we hadn’t previously considered, and that input has shaped something far more meaningful. We are so proud of our position as the UK’s number one cider brand and hope this packaging update sets an example for the wider category – helping retailers feel confident that when they stock Strongbow, they’re helping to make their cider ranges even more easily shoppable.”
