SMA Nutrition, a part of parent company Nestlé, is leading the way in inclusive packaging design by integrating NaviLens technology across its entire infant nutrition range.

The move is set to revolutionise the shopping experience for parents and caregivers with sight issues.

By incorporating scannable NaviLens codes into its product packaging, SMA Nutrition is addressing a significant challenge faced by millions of people with sight loss.

The technology enables users to access essential product information, including ingredients, allergens, and preparation instructions simply by pointing their smartphones at the code.

The NaviLens app, available for free download, transforms the packaging into an interactive tool. It offers features such as:

In-store product identification: Quickly locating desired products on shelves.

Read-aloud product information: Accessing details about ingredients, allergens, and recycling.

Step-by-step preparation guidance: Providing clear instructions for formula mixing.

Multilingual support: Catering to a diverse customer base with 37 language options.

“The breadth of the technology means visually impaired parents can independently choose, find, and understand all the on-pack information they need should they decide to use formula,” said Vicky Woods, managing director of Nestlé Nutrition UK and Ireland.  

“By providing the crucial instructions in 37 languages, the products become more accessible and user-friendly for those who aren’t native English speakers. Even sighted parents who are preparing night feeds and need someone to read preparation instructions in the early hours can benefit.”

SMA Nutrition's adoption of NaviLens technology highlights a growing trend in the packaging industry towards inclusive design.

As regulations around packaging accessibility continue to evolve, it is expected that more brands will explore innovative solutions to meet the needs of diverse consumer groups.