Skip to content
Search
AI Powered
Latest Stories

SMA Nutrition puts NaviLens codes on packs to support visually impaired customers

SMA Nutrition puts NaviLens codes on packs to support visually impaired customers

Nestlé said its SMA Nutrition brand is pioneering a global category first by incorporating NaviLens technology into the packaging of its entire infant nutrition range to support visually impaired customers.

In a category first, blind and partially sighted parents and caregivers can now use NaviLens on all SMA formula packs, giving them a higher level of independence when it comes to making choices regarding their children’s feeding. 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.

It's free to use; customers only need to download the NaviLens or NaviLens GO apps, which are compatible with all smartphones.

At home, visually impaired parents and families are able to use the NaviLens app to read aloud preparation instructions for SMA products, a task often challenging for those with visual impairments, and get step-by-step guidance on measuring formula and ensuring proper preparation. It also offers additional resources on safe formula feeding practices.

NaviLens also transcends language barriers. The app’s ability to communicate in up to 37 languages provides crucial translation support, making formula preparation instructions accessible regardless of the user's native language.

“The addition of NaviLens to our packs is the first time this has been done globally 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,” Vicky Woods, managing director of Nestlé Nutrition UK and Ireland, said.

“Nestlé 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.”

John Worsfold, head of solutions innovation at the Royal National Institute of Blind People (RNIB), said: “Blind and partially sighted parents should have the same freedom, independence and choice as sighted customers when it comes to buying products and accessing on-pack information. Currently, important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.

“Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently identify and access key information on packaging. This is why we’re so pleased to collaborate with brands such as SMA Nutrition on our ongoing mission to highlight how the industry can raise its game and make packaging more accessible.”

More for you

KitKat F1 partnership

KitKat becomes the official chocolate bar of Formula1

Nestlé and Formula 1 announced a worldwide partnership, making KitKat the official chocolate bar of Formula 1.

This multi-year collaboration is Nestlé's largest global brand partnership to date, signaling the ambition to reach a wider audience and achieve a higher rate of global growth.

Keep ReadingShow less
Kingfisher Ultra arrives in the UK

Kingfisher Ultra arrives in the UK

Kingfisher Drinks, the world alcoholic beverage company, has announced the launch of Kingfisher Ultra, a super-premium world beer with an ABV of five per cent, which is now available for convenience retailers to stock.

Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20 per cent between 2021-2023. Crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, Ultra is brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue. The distinct and stylish clear glass bottle and unique pull-crown lid cement the premium look and feel.

Keep ReadingShow less
muller clear pots

Müller converts Corner yogurt pots to clear plastic to reduce environmental impact

Müller Yogurt & Desserts said it is converting its iconic Corner yogurt pots from white to clear plastic, as the business works to halve the environmental impact of its packaging by 2030.

The majority of Müller Corner and Müller Bliss Corner yogurt pots have already converted, with the remaining volume taking place by the end of 2024.

Keep ReadingShow less
Zoa Energy Drinks

A view of Zoa Energy Drinks during the Food Network New York City Wine & Food Festival on October 14, 2023 in New York City

Photo by Rob Kim/Getty Images for NYCWFF

Molson Coors takes majority stake in Dwayne Johnson’s Zoa Energy brand

Molson Coors Beverage Company on Thursday announced that it is taking a majority ownership stake in Zoa, the better-for-you energy brand co-founded by Dwayne ‘The Rock’ Johnson, Dany Garcia, Dave Rienzi and John Shulman.

Molson Coors said taking a majority stake will allow it to lead the entirety of Zoa’s marketing, retail and direct-to-consumer sales and development. The deal represents one piece of Molson Coors’ strategic ambition to expand its total beverage portfolio.

Keep ReadingShow less
cadbury dairy milk

Cadbury core sharing bars to be wrapped in 80% recycled plastic packaging

Mondelēz International has on Thursday announced that its Cadbury core sharing bars, manufactured in Bournville and Coolock and sold in the UK and Ireland, will be wrapped in 80 per cent certified recycled plastic packaging, which can be attributed to plastic sourced from advanced recycling technology.

This move is the result of a collaboration with Amcor, a global leader in developing and producing more sustainable packaging solutions and Jindal Films, an industry leader in the development and manufacture of recyclable films designed for flexible packaging.

Keep ReadingShow less