Strongbow launches accessible drinks packaging using QR codes

Strongbow, the cider brand owned by HEINEKEN UK, has introduced NaviLens technology to its packaging, making it the first major alcohol brand in the country to incorporate this form of assistive technology.

The new feature is being introduced in phases across Strongbow’s product range. Packs now include a NaviLens QR code, a high-contrast marker designed to be scanned by smartphones. The code works with the NaviLens app, which provides information such as ingredients and alcohol content, alongside brand material and in-store navigation support.

The development follows research carried out by inclusive marketing agency Purple Goat, part of WPP Media. The agency worked with blind and partially sighted consumers to understand how Strongbow’s packaging could be made more accessible. Feedback was gathered from advocates and creators including Lucy Edwards, Yahya Pandor, Claire Sisk and Sylvia Chengo.

Rachel Holms, cider brand director at Heineken UK, said: This wasn’t just about adding a QR code, it’s about understanding how people experience our product and adding value into the cider category. Hearing directly from blind and visually impaired creators as part of this process has helped us see the gaps we hadn’t previously considered, and that input has shaped something far more meaningful.

By adding the NaviLens code, Strongbow aims to improve accessibility and engagement for blind and visually impaired shoppers, while offering retailers a way to better serve this audience.