Müller partners with NaviLens to increase accessibility for blind and partially sighted people

In a first for the UK dairy industry, Müller Yogurt & Desserts will roll out NaviLens codes across all its branded products, increasing accessibility for blind and partially sighted (BPS) people.

The move, which is the latest in the dairy company’s brand and packaging refresh, is integral in Müller’s social commitment to help consumers live happier, healthier lives, and make the dairy category more inclusive and accessible for all consumers.

NaviLens is an award-winning app technology which sees a high-contrast colour code printed on product packaging, detectable by a smartphone camera from up to 12x farther than a QR code and with a wide reading angle of up to 160o – meaning users do not need to know precisely where the code is located to scan it.

Dedicated NaviLens codes printed on Müller products can be scanned using the corresponding app, with audio and haptic cues allowing users to locate and centre the code in the smartphone’s camera. Depending on shopper preferences, the app can either read aloud the ingredients, allergens, nutrition and recycling information for the product, or the user can read the information on their phone using accessibility tools.

This work has been informed by Sight Loss Councils (SLCs). These are regional groups of blind and partially sighted volunteers funded by Thomas Pocklington Trust. Volunteers have used their lived experience of sight loss to inform the accessibility of the packaging.

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. 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.