Strongbow taps assistive tech as it becomes first alcohol brand to add NaviLens codes to packaging

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,  a smartphone readable marker 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.”

NaviLens is already used in UK public transport and some supermarket products, but its use in FMCG is still far from widespread. Strongbow says that it hopes to change this by adopting the technology and help socialise it with both the community and the wider industry.

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.