Aunt Bessie’s has teamed up with the Royal National Institute of Blind People to roll out new packs featuring technology to make them more accessible to the visually impaired.
The brand has launched new packs with Navilens technology, which helps visually impaired and blind shoppers find products in store and allows on-pack information to be heard instead of read.
Holding a smartphone over the pack activates a QR code, which provides audio instructions for shoppers, directing them to the product and providing nutritional and other information such as allergens.
A survey, conducted by the brand and RNIB, suggested the majority (85%) of shoppers with a visual impairment were having isues accessing information on frozen food packaging. Half of respondents to the survey said they were currently having to ask someone else to read product information to them, while some (8%) said they could not access product information at all.
”Every six minutes someone in the UK begins to lose their sight and ultimately their ability to easily complete tasks that many might take for granted, such as reading the labelling on food packaging or finding specific foods in supermarkets,” saaid Aunt Bessie’s brand manager Lauren Ward.
The packs will roll out initially across packs of 10 Glorious Golden Yorkshires and 1.3kg bags of Roast Potatoes.
Aunt Bessie’s isn’t the only brand doing this: last year Kellogg’s trialled Navilens technology on boxes of Coco Pops, which rolled into 60 Co-op stores across the country.
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