SMA Nutrition is pioneering accessibility in the infant nutrition category by integrating NaviLens codes into all its product packaging. This innovative step eliminates the challenge of finding and reading small labels for visually impaired parents and caregivers. With NaviLens technology, these users can now make informed purchasing decisions and address their feeding queries effortlessly, both in-store and at home.

In a groundbreaking move, SMA Nutrition is the first in its category to incorporate NaviLens codes across all its formula packs. This addition provides blind and partially sighted parents and caregivers with greater independence when choosing their children’s feeding products.

How It Works

NaviLens codes, which function similarly to QR codes, have been embedded into all SMA packaging. When a visually impaired shopper points their device towards an SMA product, their smartphone can detect the NaviLens code from up to three meters away. This triggers the phone to provide all relevant product information—including ingredients, allergens, and recycling details—read aloud in the user’s language or displayed using accessibility tools on their device.

The NaviLens service is free of charge; customers only need to download the NaviLens or NaviLens GO apps, which are compatible with all smartphones.

At home, the NaviLens app offers visually impaired parents and families several key benefits:

• Read-aloud preparation instructions: Assists with the often challenging task of preparing SMA products.
• Step-by-step guidance: Helps measure formula and ensure correct preparation.
• Additional resources: Provides information on safe formula feeding practices.

Furthermore, NaviLens transcends language barriers by supporting up to 37 languages. This crucial feature ensures that formula preparation instructions are accessible to users regardless of their native language.

Vicky Woods, Managing Director of Nestlé Nutrition UK & Ireland, remarked: “The inclusion of NaviLens on our packs is a global first in the infant nutrition sector. We hope this advancement will inspire other brands to enhance accessibility. The technology allows visually impaired parents to independently select, locate, and comprehend all necessary product information. By providing instructions in 37 languages, we make our products more accessible and user-friendly, even benefiting sighted parents who need assistance during night feeds. We are proud to have collaborated with NaviLens to tailor the user experience for this unique category and appreciate the invaluable support from the RNIB in implementing this technology across our range.”

John Worsfold, Head of Solutions Innovation at RNIB, added: “Blind and partially sighted parents deserve the same freedom and independence as sighted individuals when purchasing products and accessing on-pack information. Often, crucial information is presented in very small print, making it inaccessible for those with sight loss. NaviLens technology is a game changer, enabling users to independently access essential packaging information. We are excited to partner with SMA Nutrition to demonstrate how the industry can improve and make packaging more inclusive.”