On-pack codes enhance accessibility for SMA Nutrition products

SMA Nutrition, a Nestlé brand, is enhancing accessibility for visually impaired customers by incorporating NaviLens codes across all its product packaging. This initiative aims to simplify the process of finding products and reading labels for visually impaired parents and caregivers, both in-store and at home.

In a pioneering move within the category, SMA Nutrition has equipped all its formula packs with NaviLens codes, offering blind and partially sighted individuals greater independence in making feeding choices for their children. These scannable codes, akin to QR codes, can be detected by smartphones from up to three meters away. Once detected, the smartphone triggers an audio guide that reads out product information, including ingredients, allergen warnings, and recycling details, in the user’s preferred language.

Customers can access this service for free by downloading the NaviLens or NaviLens GO apps, available on all smartphones.

At home, the NaviLens app provides visually impaired parents with:

• Audio instructions for preparing SMA products.
• Step-by-step guidance on measuring and mixing formula correctly.
• Additional resources on safe formula feeding practices.

Furthermore, NaviLens supports up to 37 languages, ensuring that formula preparation instructions are accessible to users regardless of their native language, thus breaking down language barriers in addition to visual ones.

John Worsfold, Head of Solutions Innovation at RNIB, said: Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently identify and access key information on packaging. This is why we’re so pleased to collaborate with brands such as SMA Nutrition on our ongoing mission to highlight how the industry can raise its game and make packaging more accessible.