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.”