Müller boosts packaging accessibility with NaviLens codes

Müller Yogurt & Desserts is partnering with NaviLens to increase accessibility for blind and partially sighted (BPS) individuals. This initiative, part of Müller’s ongoing brand and packaging refresh, aims to make dairy products more inclusive and accessible, aligning with the company's commitment to fostering happier, healthier lives.

NaviLens is an innovative app technology that uses high-contrast colour codes detectable by smartphone cameras from up to 12 times farther than traditional QR codes. These codes can be scanned from a wide angle, making it easier for users to locate and scan them without precise positioning.

Müller will print NaviLens codes on all its products. Using the NaviLens app, users can scan these codes to receive audio and haptic cues to help locate and centre the code in the camera view. The app can then read aloud or display product information, including ingredients, allergens, nutrition, and recycling details, according to user preference.

The development of this initiative was informed by Sight Loss Councils (SLCs), regional groups of blind and partially sighted volunteers supported by the Thomas Pocklington Trust. These volunteers contributed their experiences to ensure the packaging meets accessibility needs.

This collaboration is a key part of Müller’s Sustainability Action Plan, which aims to create a positive social impact and build brand trust. The NaviLens technology will be introduced across all Müller Yogurt & Desserts products, beginning with the newly relaunched Müller Light range.

Richard Williams, Chief Executive Officer of Müller Yogurt & Desserts, said: 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. We want to play our part in helping people lead healthier and happier lives, and being the first in the industry to partner with NaviLens is key in achieving that goal.

Additionally, Müller will launch a social and PR campaign this summer in partnership with the Thomas Pocklington Trust and Sight Loss Councils to raise awareness of the shopping challenges faced by BPS individuals.