Nestlé is enhancing inclusivity by testing accessible QR codes on popular confectionery.

• The trial covers KitKat two-finger multipacks and the permanent Quality Street range.
• Utilising Zappar technology, the codes provide crucial product details for the visually impaired.
• The initiative is supported by RNIB, aiming for greater accessibility in packaging.
• Key features include allergen info, dietary requirements, and use instructions accessible via smartphones.

Nestlé is taking a significant step towards inclusivity with the introduction of accessible QR codes on its renowned KitKat and Quality Street brands. This initiative is particularly targeted at assisting shoppers living with sight loss by providing essential product information more conveniently. The codes are being introduced on KitKat two-finger multipacks and the permanent Quality Street range, allowing users to access important details via their smartphones.

The QR codes are powered by Zappar technology, enabling effortless scanning through existing applications commonly used by the blind and partially sighted community. This technological advancement offers structured information tailored to individual needs. Users gain access to crucial data including allergens, dietary requirements, and use instructions, enhancing the overall shopping experience.

Incorporating standard accessible features such as large fonts and audible screen reader compatibility, the QR codes are designed to make product details more reachable. Sarah Drakes, Nestlé Confectionery UK and Ireland’s sustainability manager, stated, “By introducing accessible QR codes, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers.”

This collaborative effort with the Royal National Institute of Blind People (RNIB) underscores the importance of making packaging more accessible. John Worsfold, RNIB’s head of solutions, remarked on the significance of such collaborations with major brands like Nestlé. He noted, “We’re delighted that shoppers can now use Zappar technology through their smartphones to access important on-pack information, including improving the tough decision-making process of which one to eat first by describing the shape and colour of each sweet.”

Nestlé’s initiative marks a crucial advancement towards accessibility in the confectionery industry, setting a new standard for inclusive product information dissemination.