UK charity Guide Dogs welcomes FMCG sector use of NaviLens technology but more needs to be done

Guide Dogs, a UK charity for people with vision impairments, has welcomed the growing adoption of NaviLens technology across the fast moving consumer goods (FMCG) sector, including by brands such as Nestlé, Quorn, Weetabix and most recently Strongbow. 

NaviLens is already used in UK public transport and some supermarket products. However, its use in FMCG is still far from widespread. And Guide Dogs stresses there is more to be done in retail spaces to support people with sight loss.

NaviLens uses high contrast, QR style codes that can be scanned from a distance using a smartphone. These provide audio, visual and directional information, helping to locate the codes and access product information.

Alex Pepper, Head of Accessibility, Diversity, Equity & Inclusion at Guide Dogs, says: “It’s encouraging to see an increasing number of household names recognising the importance of accessible packaging. Brands like Nestlé, Quorn, Weetabix - and now Strongbow - are showing that inclusive design can be integrated at scale, and that it benefits everyone.”

He adds: “We know inaccessible packaging remains a major barrier to independence for many people with a vision impairment. By adopting technologies like NaviLens, brands can help break down those barriers and lead the way towards a more inclusive shopping experience.”

“We hope this marks the beginning of wider change across the FMCG industry - and we’re here to support any organisation that wants to better understand how accessibility can go hand in hand with innovation and inclusion.”

Strongbow

Strongbow has partnered with marketing agency, Purple Goat, part of WPP Media, to become the first major alcohol brand in the world to add an assistive technology feature directly to its packaging.

Strongbow’s cider products now feature a NaviLens QR code that helps blind and partially sighted shoppers find, understand, and engage with the product. The code links to the NaviLens app which shares key details such as ingredients and ABV, along with brand content and store navigation.

The new feature was incorporated as a result of consumer insight, where Purple Goat led research into how Strongbow’s packaging is experienced by blind and visually impaired consumers, drawing on feedback from a host of creators and community advocates including Lucy Edwards, Yahya Pandor, Claire Sisk and Sylvia Chengo. 

“Inclusive branding goes beyond aesthetics - it’s about ensuring everyone feels represented,  valued and engaged as customers.” says Dom Hyams, Global Client Director at Purple Goat. 

“There is a huge opportunity for brands to connect with what is often an untapped  customer base by simply thinking through an accessible and inclusive lens from the outset. True brand strength comes from understanding all customers' needs and naturally a product and brand experience that creates loyalty, connection and with it, commercial growth”.

It’s the first time Strongbow has introduced an accessibility aid like this to its physical product.

“This wasn’t just about adding a QR code, it’s about understanding how people actually experience our product,” says Rachel Holms, Cider Brand Director at Strongbow.

“Hearing directly from blind and visually impaired creators helped us see the gaps we hadn’t considered, and that input has shaped something far more meaningful. It’s a clear reminder that inclusive design isn’t optional, it’s essential.”

2025 RTIH INNOVATION AWARDS

Inclusion will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.