The latest iteration of the ongoing Müller brand refresh is boosting accessibility for blind and partially sighted people as part of a wider social impact push.
Müller Yogurt & Desserts is rolling out NaviLens codes across all its branded products.
The move, which is the latest in the dairy company’s brand and packaging refresh, is an integral part of Müller’s social commitment, and will help make its packaging more inclusive and accessible for all consumers.
Accessibility changes across the new packaging were informed by the real-life experiences of volunteers living with sight loss.
The dairy company will be supporting the move with a social and PR campaign, which it is running in partnership with Thomas Pocklington Trust and Sight Loss Councils, raising awareness of the challenges faced by BPS people when shopping for food products.
NaviLens is an award-winning app technology using high-contrast colour codes which can be detected by a smartphone camera as much as 12x further away than a QR code. They also have a wide reading angle of up to 160° – meaning users do not need to know precisely where the code is located to scan it.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
The app can either read aloud the ingredients, allergens, nutrition and recycling information for the product, or the user can read the information via their phone’s accessibility tools.
The partnership with NaviLens forms a key part of Müller’s Sustainability Action Plan commitment to deliver positive and inclusive social impact within communities, building brand trust and equity.
“Making a positive social impact and helping to create stronger and more inclusive communities is a key part of Müller’s wider Sustainability Action Plan,” said CEO Richard Williams.
“By working with NaviLens, and raising awareness through our upcoming campaign, we hope to help encourage inclusivity, make the category more accessible for all shoppers, and ensure we achieve our purpose of putting a smile on the nation’s face.”
The technology will be rolled out across all Müller Yogurt & Desserts products and drinks over the coming months, starting with the newly relaunched Müller Light range this month.
NaviLens CEO Javier Pita said the collaboration demonstrates a “mutual commitment to enhancing accessibility and providing an inclusive, and informative shopping experience for all consumers”.
“It has been a joy to work with the Müller team on this project, their enthusiasm and attention to detail is second to none, and ultimately this partnership marks a significant step forward in setting new standards for accessibility and consumer engagement in the retail industry.”
