Nestlé initiates a significant step towards inclusivity with QR codes on KitKat and Quality Street.
- These accessible QR codes are designed to assist individuals with sight loss.
- Nestlé collaborates with the Royal National Institute of Blind People (RNIB) for this initiative.
- Zappar technology underpins the QR code functionality to deliver specific product information.
- The innovation aims to enhance the shopping experience for the visually impaired community.
Nestlé is pioneering a change in the FMCG sector by integrating accessible QR codes on its KitKat and Quality Street products. These QR codes, powered by Zappar technology, are specifically designed to assist individuals living with sight loss in accessing product information more efficiently. By leveraging technology familiar to the blind and partially sighted community, these codes can be scanned using existing applications on smartphones, providing a seamless and effective user experience.
Upon scanning, users receive detailed and structured information about the product, including allergen content, dietary specifications, and consumption guidelines. This feature is enabled with standard accessibility enhancements such as larger font sizes and auditory screen reader technology, catering to the diverse needs of visually impaired consumers.
The development of these QR codes is not only a testament to Nestlé’s commitment to inclusivity but also a reflection of industry trends towards more accessible packaging solutions. Sarah Drakes, Sustainability Manager for Nestlé Confectionery UK and Ireland, emphasized the importance of creating a positive impact on the shopping experiences of blind and partially sighted customers. She noted, “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.”
The partnership with the RNIB played a crucial role in shaping this initiative. John Worsfold, head of solutions at RNIB, praised the collaboration by stating how vital such partnerships are in pushing the boundaries of industry’s accessibility standards. “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,” he stated, acknowledging the benefit of providing essential information that aids consumers in making informed choices.
This innovative move by Nestlé sets a precedent for accessibility in the industry, advancing inclusivity in everyday shopping.
