Twinings introduces accessible QR codes on tea packaging

Twinings is introducing accessible QR codes across its tea packaging as part of an initiative designed to improve access to product information for blind and partially sighted consumers.

The rollout will begin with the company's Black Tea range from July, before extending to Green Teas and Infusions from September. The accessible QR codes form part of a wider packaging refresh and will be introduced across multiple pack formats.

The technology will appear on the front of larger tea packs, including 80, 120 and 300 tea bag formats, while smaller 20 and 40 tea bag packs will feature the codes on the side panel. Selected foodservice cartons will also incorporate the technology.

Using smartphone accessibility applications such as Be My Eyes and Seeing AI, consumers can locate and scan the QR codes from more than one metre away. Once scanned, users can access product information including ingredients, product details and brewing instructions through audio playback and enhanced text formats.

The initiative has been developed in collaboration with the Royal National Institute of Blind People (RNIB), technology partner io.tt and Zappar, which developed the accessible QR code technology. Twinings said RNIB provided guidance on the positioning and usability of the codes across different packaging formats.

According to the company, the technology could help address challenges faced by the UK's sight loss community, with around two million people living with sight loss and many reporting difficulties reading information on food packaging.

In addition to providing access to on-pack information, the QR codes will connect users to enhanced accessibility features on the Twinings website, including read-aloud functionality, larger text options and improved visual contrast.

Twinings said the rollout represents a significant step in making packaging information more accessible to a wider range of consumers.