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Müller has partnered with NaviLens to introduce QR codes across all its branded products, aiming to improve accessibility for blind and partially sighted individuals.

The initiative is part of Müller’s brand and packaging refresh, underscoring the company’s commitment to promoting inclusivity and healthier lives. It was developed with input from Sight Loss Councils (SLCs), regional groups of blind and partially sighted volunteers funded by the Thomas Pocklington Trust.

NaviLens uses high-contrast colour codes on packaging, detectable by smartphone cameras from distances up to 12 times greater than QR codes, with a wide reading angle of up to 160 degrees. Users do not need to know the exact location of the code to scan it.

The NaviLens codes on Müller products can be scanned using the corresponding app, which provides audio and haptic cues to help users locate and centre the code in their smartphone’s camera. The app can then read aloud the ingredients, allergens, nutrition and recycling information or display the information on the phone using accessibility tools based on user preferences.

The technology will be rolled out across all Müller products and drinks over the coming months, starting with the relaunched Müller Light range.

Richard Williams, CEO of Müller, said: “We want to play our part in helping people lead healthier and happier lives, and being the first in the industry to partner with NaviLens is key in achieving that goal".

“The innovative and life-changing technology offered by NaviLens helps those with visual impairments overcome issues which others may never consider. By working with NaviLens, and raising awareness through our upcoming campaign, we hope to help encourage inclusivity, make the category more accessible for all shoppers, and ensure we achieve our purpose of putting a smile on the nation’s face."

Louise Connop, SLC's senior engagement manager at Thomas Pocklington Trust, commented: “We are proud of our partnership with Müller and our SLC volunteers to inform and increase the accessibility of packaging, to make their products more accessible for BPS people".

“As a person living with sight loss, accessible packaging means the difference between understanding what a product is and any potential allergens versus being unable to shop independently and pick products in the store on my own. Instead, I can simply now scan the packaging with my smartphone, which will recognise and tell me about the product and its ingredients easily using the app.”

Javier Pita, NaviLens's CEO, added: “By placing NaviLens accessible codes on Müller products, we are empowering blind and partially sighted individuals to access crucial product information independently while also enriching the overall shopping experience for everyone.

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