Nestlé is enhancing product accessibility for visually impaired shoppers.
- The company is trialling accessible QR codes on KitKat and Quality Street.
- The QR codes use Zappar technology to offer detailed product information.
- Information includes allergens, dietary needs, and usage instructions.
- The initiative is supported by the Royal National Institute of Blind People.
Nestlé is leading an initiative to support visually impaired consumers by trialling accessible QR codes on its KitKat and Quality Street products. This move aims to make product information more accessible to shoppers with sight loss.
The cutting-edge QR codes are powered by Zappar technology and are intended for use on KitKat two-finger multipacks and the permanent Quality Street range. Consumers will be able to scan these codes using apps that are already familiar to the blind and partially sighted community.
Upon scanning, customers receive specific information tailored to their needs, such as allergen warnings, dietary requirements, and usage instructions, all enhanced through accessible features like large fonts and screen reader compatibility.
Nestlé Confectionery UK and Ireland’s sustainability manager, Sarah Drakes, expressed hope that this initiative will substantially improve the shopping experience for blind and partially sighted consumers.
John Worsfold, head of solutions at the Royal National Institute of Blind People, applauded the initiative. He highlighted the importance of such collaborations in making packaging universally accessible, and noted that the technology even aids in selecting sweets by describing their shapes and colours.
This project underscores Nestlé’s commitment to inclusivity and accessible shopping experiences for all consumers.
