Nestlé is taking steps towards inclusivity by launching accessible QR codes on popular confectionery brands.
- These QR codes are designed to assist those with sight loss in accessing product details with ease.
- Utilising Zappar technology, the codes will be available on KitKat and Quality Street packaging.
- The initiative aims to provide crucial information such as allergens and dietary requirements.
- The collaboration with RNIB underscores the importance of accessible packaging in the industry.
Nestlé has introduced a forward-thinking initiative aimed at aiding the visually impaired by integrating accessible QR codes on their KitKat and Quality Street products. These codes are powered by Zappar technology, a tool that facilitates ease of access to product information for those experiencing sight loss. By scanning the QR codes, customers can obtain vital information including allergens, dietary guidelines, and usage instructions, presented through large fonts and screen reader technology.
These QR codes will be rolled out over time across the packaging of KitKat two finger multipacks and the permanent Quality Street selection. The codes are compatible with existing applications that are widely used within the blind and partially sighted community, ensuring a seamless user experience.
Sarah Drakes, the sustainability manager at Nestlé Confectionery UK and Ireland, expressed hopes that this advancement would substantially enhance the shopping experience for customers with visual impairments. Her views were echoed by John Worsfold, head of solutions at the Royal National Institute of Blind People (RNIB), who emphasised the importance of such collaborations in making consumer packaging more accessible.
John Worsfold highlighted that this initiative not only makes it easier to access product information but also enriches the decision-making process, even playfully suggesting that it simplifies choosing which Quality Street sweet to eat first by providing descriptions of shape and colour.
This partnership between Nestlé and RNIB represents a significant advancement in making consumer goods more accessible to those with visual impairments.
