Twinings is launching accessible QR codes and GS1 Digital Link QR codes to ensure easier access of product information for people who are blind or have low vision.
In collaboration with the UK’s Royal National Institute of Blind People (RNIB), together with digital solutions partners Zappar and io.tt, a more accessible packaging experience has been successfully developed, with Twinings becoming the first UK tea brand to launch the technology at such a large scale.
This new feature will begin this summer with focus on Twinings’ Black Tea Range, and will enable customers to use their smartphones when accessing details about the brand’s products, including ingredients and brewing instructions, in order to support a more independent shopping experience for all consumers.
This initiative demonstrates continued focus within the packaging industry, as more brands explore connected packaging to improve accessible experiences of everyday products for people with disability.
To find out more, please read Packaging Insights’ article on Twining’s roll out of accessible QR codes for tea packaging across UK.