Coca-Cola becomes first beverage player to have on-pack tech for visually-impaired

Coca-Cola has become the first drinks business to launch on-pack technology for visually impaired customers. 

The soft drinks giant has rolled out NaviLens codes across 24x330ml and 30x330ml packs of its Christmas can multipacks, which can be scanned with a mobile phone camera from distances of up to four metres and are readable even when unfocused. 

Coca-Cola’s large Christmas can multi-packs (24 & 30) will include NaviLens codes on the cardboard outers to help shoppers that are partially sighted and have difficulty using traditional signage the opportunity to navigate their way around a shop to find their chosen purchases. 

Partially sighted shoppers will be able to scan the codes on their mobile phone camera and the information they need is contextualised in the NaviLens app. They do not need to know precisely where the codes are placed, as the codes can be detected at wide angles, from distances of up to four meters and when unfocused. 

With this new introduction, Coca-cola has become the first beverage company to launch NaviLens on packs. 

Marc Powell, RNIB’s Accessibility Innovation Lead, said: “We are delighted that one of the world’s biggest brands is championing the inclusion of accessibility as part of the conversation around how we can make the customer experience better for blind and partially sighted people. 

“People with sight loss should have the same access and choice as our sighted counterparts, but currently, important information on packaging can often be in very small print, making it difficult or impossible for us to read. Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently access key information on packaging. 

“This pilot with Coca-Cola, the first beverage company to launch NaviLens on packs, highlights how big brands can put accessibility at the forefront of design and packaging decisions, and be a real catalyst for change.”