In what it says is a first within the Frozen category globally, Aunt Bessie’s has introduced NaviLens technology to the packaging of two of its biggest-selling SKUs, as it partners with the Royal National Institute of Blind People (RNIB) to support visually impaired shoppers.
Initially appearing on Aunt Bessie’s 10 Glorious Golden Yorkshires (190g, RSP £2) and Crispy & Fluffy Roasties (1.3kg, RSP £3.35), NaviLens technology uses tags, accessed through an app which provides audible product information and navigation, to assist the visually impaired and making packaging more inclusive.
Navilens tags can be read by devices like smart phones up to 12 times further away than QR codes and with no focus required. This eliminates the need for a shopper to know the exact location of the code and helps them locate items more easily both in-store and at home. Additionally, information on the ingredients, preparation instructions and recycling information can all be heard aloud through the shopper’s phone.
Lauren Ward, Brand Manager at Aunt Bessie’s, said “Every six minutes someone in the UK begins to lose their sight and ultimately their ability to easily complete tasks that many might take for granted, such as reading the labelling on food packaging or finding specific foods in supermarkets. We’re delighted to be trialling such an impactful tool on our packaging as we continue to provide a helping hand to those who live with sight loss and strive to make mealtimes as accessible as possible.”
Marc Powell, RNIB Accessibility Innovation Lead, added: “Blind and partially sighted people should have the same freedom, independence and choice as sighted customers. Currently, important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.
“That is why RNIB is working with organisations to bring about a significant step-change in how brands can put accessibility at the forefront of design and packaging decisions, and be a catalyst for change. We are delighted that Aunt Bessie’s are the first frozen food brand to sign up to using NaviLens technology on their packaging.”
The move is a natural continuation of the brand’s 2020 ‘Caring Is the Hardest Thing We Do’ campaign which saw a blind actress play a grandmother cooking a weekly roast for her loved ones. Off TV, the brand continues to support Guide Dogs for the Blind and earlier in year launched the first ever Yorkshire Pudding Dog Bed with all proceeds going to the charity.
