Heineken’s Strongbow cider has taken a significant step towards inclusive design by integrating NaviLens assistive technology into its packaging. The initiative, developed in partnership with the inclusive marketing agency Purple Goat, aims to make the product more accessible for blind and visually impaired consumers.

As part of this update, Strongbow has added a high-contrast NaviLens QR code to its cider cans. Unlike traditional QR codes, NaviLens codes can be scanned from a greater distance and at wider angles, making them ideal for users with visual impairments. Once scanned using the NaviLens app, users can receive product information in audio and text formats, enhancing their autonomy and shopping experience.

Rachel Holms, Strongbow’s cider brand director, emphasized the depth of insight gained from engaging with visually impaired individuals during the development process.

“This wasn’t just about adding a QR code,” said Holms. “It’s about understanding how people actually experience our product. Hearing directly from blind and visually impaired creators helped us see the gaps we hadn’t considered, and that input has shaped something far more meaningful.”

This initiative comes in response to research revealing that 90% of disabled consumers face barriers while shopping. By addressing this reality, Strongbow demonstrates how inclusive design is not merely an add-on but a core responsibility and opportunity for consumer brands.

Dom Hyams, global client director at Purple Goat, echoed this sentiment, stating:

“There is a huge opportunity for brands to connect with what is often an untapped customer base by simply thinking through an accessible and inclusive lens from the outset.”

This move positions Strongbow as a leader in accessible packaging, demonstrating how integrating inclusive technology can create a more equitable retail experience while opening doors to new customer segments.

Beyond cider, this action sets a powerful precedent for the entire packaging industry. As expectations grow around diversity, equity, and inclusion, the pressure mounts on brands to deliver packaging that reflects the needs of all consumers—not just the majority. The incorporation of NaviLens by Strongbow serves as a real-world case study in transforming accessible design from concept to reality.

It remains to be seen how other beverage companies and consumer goods brands will respond, but one thing is clear: accessibility is becoming a central axis of packaging innovation.

In doing so, Strongbow is not only improving the customer journey for the visually impaired—it is also demonstrating that designing for inclusivity leads to better outcomes for everyone.