Nestlé has introduced accessible QR codes on KitKat and Quality Street to support customers with sight loss.
- These QR codes are integrated using Zappar technology across select products.
- The initiative enables visually impaired customers to access detailed product information via their smartphones.
- The technology includes features such as large fonts and screen reader compatibility.
- This measure is part of Nestlé’s ongoing commitment to improve accessibility for all customers.
Nestlé has launched a new initiative aimed at increasing accessibility for shoppers with visual impairments by integrating accessible QR codes on its KitKat and Quality Street products. This strategic move is intended to provide visually impaired customers with an enhanced ability to access critical product information independently.
The QR codes, powered by Zappar technology, are deployed on the packaging of KitKat two-finger multipacks and the permanent Quality Street range. When scanned with smartphones, these codes provide detailed information that is tailored to meet the specific needs of users, including data on allergens, dietary requirements, and usage instructions.
This accessible technology utilises large font sizes and is compatible with audible screen reader devices, ensuring that the information is readily accessible to those who require it. This integration aligns with Nestlé’s broader sustainability and inclusivity goals.
Sarah Drakes, the sustainability manager at Nestlé Confectionery UK and Ireland, stated, “By introducing accessible QR codes on KitKat and Quality Street packs, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers.”
The Royal National Institute of Blind People (RNIB) has collaborated closely with Nestlé on this project. John Worsfold, the head of solutions at RNIB, highlighted the importance of such collaborations to encourage the industry to enhance packaging accessibility. He expressed enthusiasm about the technology’s capacity to assist in the decision-making process by describing the shape and colour of each confectionery item.
Nestlé’s introduction of accessible QR codes represents a pivotal step towards inclusive shopping experiences for visually impaired customers.
