Nestlé moves to assist consumers with sight loss in forging accessible QR codes
A notable move to assist consumers with sight loss has been made by Nestlé Confectionery, which is trialling Accessible QR codes for its flagship KitKat and Quality Street, which will enable greater ease of access for customers, writes Neill Barston.
The two core brands have remained firm favourites with shoppers among all age groups, with the business recently reporting strong sales across its chocolate portfolio, that has also focused increasingly on sustainable sourcing and recyclable packaging measures.
As the company explained, its latest QR codes are out now on KitKat two finger multipacks while Quality Street will also host the accessible codes across its permanent range, and comes in response to the fact that in the UK alone, more than two million people are living with sight loss, and around 340,000 of these people are registered as blind or partially sighted.
Its latest codes are powered by augmented and app specialists, Zappar technology, and will allow blind and partially sighted shoppers to easily retrieve essential product information. Shoppers will be able to scan the Accessible QR codes on their phones using existing apps already used by the blind and partially sighted community, meaning there is no need for additional downloads.
Customers using the service can gain data on allergens, dietary requirements and usage instructions. The information is presented via standard accessible features such as large fonts and audible screen reader technology, ensuring accessibility for all.
Sarah Drakes, Sustainability Manager for Nestlé Confectionery UK & Ireland, commented: “By introducing Accessible QR codes on KitKat and Quality Street packs, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers.
“We’re looking forward to gathering the results of the trial and value the feedback from our loyal KitKat and Quality Street fans. Their input will guide us as we look at how to maximise packaging accessibility for all Nestlé Confectionery fans in the future.”
The business has also worked with the RNIB (Royal National Institute of Blind People) to roll out the new Accessible QR codes, which it believes will make a positive difference to consumers who have previously not had access to such specialist services.
Max Dawes, COO at Zappar, said: “We’re thrilled to collaborate with Nestlé on this important initiative. By integrating Accessible QR codes into beloved brands like KitKat and Quality Street, we’re taking another significant step toward making access to product information a basic human right.
John Worsfold, Head of Solutions Innovation at RNIB, said: “Collaborating with brands such as Nestlé is so important in our ongoing mission to highlight how the industry can raise its game and make packaging more accessible. Blind and partially sighted people should have the same freedom, independence and choice as sighted customers.
“We’re delighted that shoppers can now use Zappar technology through their smartphones to access important on pack information such as allergy information and dietary requirements on KitKat and Quality Street packs; including improving the tough decision-making process of which one to eat first by describing the shape and colour of each sweet.”
