Persil's new QR codes make shopping more inclusive for blind and partially sighted people

Persil, in collaboration with the Royal National Institute of Blind People (RNIB) and augmented reality specialists Zappar, has introduced Accessible QR codes (AQR) to several of its product ranges.

The codes aim to provide the UK's 2 million partially sighted and blind people with access to crucial product information, creating a more inclusive shopping experience.

The new enhanced AQR code will be featured on Persil's Ultimate Liquids range and capsules in plastic-free packaging. Once accessed via smartphone, the AQR code provides product, usage, safety, and recycling information in a structured way designed with partially sighted and blind users in mind.

The AQRs interact with the device's accessibility features to display information in larger text or in audio-described and voice-guided formats.

Unilever, RNIB, and Zappar hope that this initiative will drive a broader conversation on consumer goods' accessibility and make accessible product information standard for packaging design.

The QR codes are currently detectable by the Zapvision accessibility app, with integration into Microsoft Seeing AI, one of the world's leading accessibility apps.

Unilever's ambition is to work with other accessibility apps to support wider integration of the technology and to expand its reach across different categories and countries. User feedback from the blind and partially sighted communities will be collated to optimise the technology for further improvements as it is rolled out.

Unilever plans to expand and add AQR codes to additional products in the UK and globally in 2023, including other Dirt Is Good brands such as Breeze Excel in Thailand.