Nestle brand SMA Nutrition putting NaviLens codes on all its product packaging to support visually impaired customers; a smartphone can detect the on-pack code from up to three meters away, and customers can access product information that’s read aloud

Breaking down feeding barriers

SMA Nutrition is supporting its visually impaired customers by putting NaviLens codes on all its product packaging. Gone are the days of struggling to find products or decipher tiny labels. With the all-important NaviLens technology, visually impaired parents and caregivers can now easily make informed purchasing decisions and get answers to their feeding queries, both in-store and at home. 

In a category first, blind and partially sighted parents and caregivers can now use NaviLens on all SMA formula packs, giving them a higher level of independence when it comes to making choices regarding their children’s feeding.

How it works

Scannable codes, similar to QR codes, have been integrated into all SMA packaging. When a visually impaired shopper points their device towards the SMA product, their smartphone can detect the on-pack code from up to three metres away. This triggers their phone, and the customer can choose to access all product information including the ingredients, allergen, and recycling information read aloud in their phone's language, or view it on their device using accessibility tools.

It's free to use; customers only need to download the NaviLens or NaviLens GO apps, which are compatible with all smartphones.

At home, visually impaired parents and families are able to use the NaviLens app to: 

1. Read aloud preparation instructions for SMA products, a task often challenging for those with visual impairments.
2. Provide step-by-step guidance on measuring formula and ensuring proper preparation.
3. Offer additional resources on safe formula feeding practices.

NaviLens also transcends language barriers. The app's ability to communicate in up to 37 languages provides crucial translation support, making formula preparation instructions accessible regardless of the user's native language. 

Vicky Woods, Managing Director of Nestlé Nutrition UK & Ireland, said:

“The addition of NaviLens to our packs is a global first in the infant nutrition category, and we hope the importance and benefits for so many will inspire other brands to follow. 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. 

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. 

Nestlé is tremendously proud to have worked closely with the NaviLens team to customise the user experience to be suitable for this unique category. We are also grateful for the support of the RNIB, whose advice has been invaluable in adopting this technology across our portfolio." 

John Worsfold, Head of Solutions Innovation at RNIB, said:

“Blind and partially sighted parents should have the same freedom, independence and choice as sighted customers when it comes to buying products and accessing on-pack information. Currently, important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read. 

Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently identify and access key information on packaging. This is why we’re so pleased to collaborate with brands such as SMA Nutrition on our ongoing mission to highlight how the industry can raise its game and make packaging more accessible.”