Müller Leads UK Dairy Industry with Inclusive Packaging Initiative
In a groundbreaking move for the UK dairy industry, Müller Yogurt & Desserts has announced the implementation of NaviLens codes across all its branded products.
This initiative aims to enhance accessibility for blind and partially sighted (BPS) individuals, marking a significant step forward in making the dairy category more inclusive and accessible.
As part of Müller’s ongoing brand and packaging refresh, this initiative aligns with the company’s social commitment to foster happier, healthier lives for all consumers.
NaviLens, an award-winning app technology, features high-contrast colour codes that can be detected by a smartphone camera from up to 12 times farther than a QR code. With a wide reading angle of up to 160 degrees, users do not need to precisely locate the code to scan it.
Upon scanning, the app provides audio and haptic cues to help users centre the code in the camera. Depending on user preferences, the app can read aloud ingredients, allergens, nutrition, and recycling information, or display it on the phone using accessibility tools.
This innovative packaging solution has been developed in collaboration with Sight Loss Councils (SLCs), regional groups of blind and partially sighted volunteers funded by Thomas Pocklington Trust.
The volunteers have used their lived experience of sight loss to help shape the accessibility features of the packaging. This partnership is a key component of Müller’s Sustainability Action Plan, emphasising the company’s commitment to positive and inclusive social impact within communities.
The roll-out of NaviLens technology will begin with the newly relaunched Müller Light range this summer and will eventually encompass all Müller Yogurt & Desserts products and drinks.
Alongside the product launch, Müller plans a social and PR campaign in partnership with Thomas Pocklington Trust and Sight Loss Councils to raise awareness about the challenges faced by BPS individuals in shopping for food products.
Müller Yogurt & Desserts’ CEO highlighted the company’s dedication to making a positive social impact and fostering stronger, more inclusive communities. By being the first in the industry to partner with NaviLens, Müller aims to help people lead healthier and happier lives.
The CEO also emphasised that this innovative technology addresses challenges that sighted individuals might never consider, thereby promoting inclusivity and accessibility in the food industry.
The SLC Senior Engagement Manager at Thomas Pocklington Trust expressed pride in their partnership with Müller, underscoring the importance of accessible packaging for BPS individuals.
As someone living with sight loss, they highlighted how accessible packaging enables independent shopping and easy product recognition through the NaviLens app. The app’s ability to read out detailed product information or display it in an accessible format on the phone is transformative for BPS consumers.
Additionally, the Chief Executive Officer of NaviLens remarked on their excitement about the partnership with Müller, noting that this collaboration underscores their shared commitment to enhancing accessibility and creating an inclusive shopping experience.
By placing NaviLens accessible codes on Müller products, they empower blind and partially sighted individuals to access crucial product information independently, while also enriching the overall shopping experience for everyone.
Furthermore, the CEO praised Müller’s enthusiasm and attention to detail throughout the project, highlighting that this partnership marks a significant step forward in setting new standards for accessibility and consumer engagement in the retail industry.
In conclusion, Müller Yogurt & Desserts’ adoption of NaviLens codes represents a significant advancement in the UK dairy industry’s efforts toward inclusivity and accessibility. This initiative, informed by the lived experiences of BPS individuals and supported by dedicated advocacy groups, showcases Müller’s commitment to positive social impact.
By embracing innovative technology and fostering partnerships aimed at raising awareness, Müller is setting new standards for accessibility in retail, ensuring all consumers can shop with ease and confidence.
Finally, the integration of NaviLens codes not only enhances accessibility but also reinforces Müller’s brand trust and equity. This initiative is expected to drive category growth, reignite the core of the Müller Yogurt & Desserts range, and ultimately put a smile on the nation’s face by making everyday shopping experiences more inclusive and enjoyable for all.
News Credits: Müller partners with NaviLens to increase accessibility for blind and partially sighted people
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