Carlsberg Britvic has announced that the Robinsons Fruit Shoot product will be revamped by the brand to prioritize accessibility for blind and partially sighted shopper this summer. The packaging update showcases NaviLens technology support, which consists of a code on the label that, when scanned through the app, will provide information including ingredients and nutrition. This info can be displayed in large font for easier reading or read aloud, while the NaviLens technology will also support shoppers with haptic technology to direct them to the product on store shelves.
Chief Marketing Officer Munnawar Chishty spoke on the Robinsons Fruit Shoot packaging update saying, "Robinsons Fruit Shoot is committed to leading the way in the kids drinks category through inclusivity. By making our brands more inclusive and accessible, we continue our journey as a progressive drinks business – one that reaches and supports even more families."
Accessible Juice Drink Packaging
Robinsons Fruit Shoot is Rolling Out NaviLens Technology Support
Trend Themes
1. Inclusive Packaging Technologies - The integration of NaviLens technology into product packaging is revolutionizing accessibility for visually impaired consumers, creating a new standard for inclusive design in consumer goods.
2. Haptic Feedback Systems - Utilizing haptic technology in packaging design offers a multisensory way to guide visually impaired shoppers to products, enhancing their in-store shopping experience.
3. Accessible Information Delivery - Providing digital labels with customizable text or audio information is transforming how consumers with visual impairments access product details, offering a more tailored accessibility approach.
Industry Implications
1. Food and Beverage - Incorporating accessibility features into packaging design is reshaping how the food and beverage industry connects with a wider audience, supporting inclusive consumer engagement.
2. Assistive Technology - The development of new assistive technologies, like NaviLens, represents a shift towards improving daily living and autonomy for individuals with disabilities.
3. Retail Solutions - Retail environments that embrace advanced labeling systems are setting new precedents for accessibility, fostering an inclusive shopping experience for all consumers.