Robinsons Fruit Shoot has become the latest brand to add NaviLens technology to its packaging.
Navilens is a souped-up colour QR code that, when scanned with a mobile phone, allows partially sighted shoppers to more easily see ingredients and nutritional information listed on packaging. The app can also read this information aloud and helps shoppers to locate the product using haptic technology, including sounds, arrows and vibrations.
Crucially, the codes can be scanned at a distance 12 times further than a QR code or barcode, can be scanned in seconds and at an angle. They also work when out of focus and in low lighting.
The NaviLens codes on Fruit Shoot multipacks are out now, with greater distribution expected throughout the summer. The codes will also appear on Apple & Blackcurrant 275ml single packs and 275ml single price-marked packs.
This latest initiative builds on the brand’s recent collaboration with the National Autistic Society to support the autistic community through the brand’s packaging changes last year.
