How Coca Cola makes routing easier for visually impaired consumers

Coca-Cola is the first UK beverage company to introduce packaging technology to visually impaired shoppers. (Image: Coca Cola Europacific Partners)

Visually impaired customers can scan the codes with their mobile phone camera and the information they need will be put into the context of the Navi-Lens app. You don’t need to know exactly where to put the icons because the icons are viewed from a wide angle and from a distance It reaches four meters and can be identified without focus.

Mark Powell, Head of Accessibility Innovation at RNIB, said: “People with visual impairments should have the same access and choice as their sighted peers, but at this time, important information on packaging is often printed too small, making it difficult to read or Impossible. It’s technology like Navi-Lens that is a game-changer, enabling the blind and visually impaired to independently access important information about packaging.” This pilot with Coca-Cola, the first beverage maker to offer Navi-Lens on packaging, shows how Showing great brands are putting accessibility at the forefront of design and packaging decisions and can be a real catalyst for change.”

Martin Attock, Vice President of Commercial Development at Coca Cola Europacific Partners UK, said: “We are proud to partner with Nav-iLens this year to make our packaging and the Coca-Cola brand more inclusive so everyone can enjoy their favorite beverage. This technology makes a huge difference for up to Two million people in the UK are currently visually impaired.”