Strongbow has become the first major alcohol brand in the UK to add assistive technology directly to its packaging, with the introduction of NaviLens QR codes across all of its SKUs.
New packs have already started rolling out across the off-trade. The Heineken UK-owned cider brand said the move builds on its ambition to lead the category through inclusivity.
The high-contrast, smartphone-readable markers link to the NaviLens app, which provides blind and partially sighted shoppers with key product information including ingredients and ABV, as well as brand content and store navigation.
According to the RNIB, nine in 10 people with sight loss find packaging information difficult or impossible to read. Strongbow said the addition of NaviLens would help retailers better connect with an underserved audience.
“This wasn’t just about adding a QR code, it’s about understanding how people experience our product and adding value into the cider category,” said Rachel Holms, Cider Brand Director at Heineken UK. “Hearing directly from blind and visually impaired creators as part of this process has helped us see the gaps we hadn’t previously considered, and that input has shaped something far more meaningful.”
The roll-out follows Strongbow’s 2023 rebrand, which introduced new cans and bottles aimed at attracting a new generation of cider drinkers. The brand has also invested in activations around festivals and Pride, and said the NaviLens update would further drive cultural relevance and inclusivity.
Retailers can find out more at Heineken’s Star Retailer platform: www.starretailer.co.uk/.
