Coca-Cola has become the UK’s first beverage company to launch on-pack technology for visually impaired shoppers.
The soft drinks giant has rolled out NaviLens codes across 24x330ml and 30x330ml packs of its Christmas can multipacks, which can be scanned with a mobile phone camera from distances of up to four metres and are readable even when unfocused.
Coca-Cola VP for commercial development Martin Attock said the brand was “proud to be working with NaviLens this year to make our packs and the Coca-Cola brand more inclusive”.
The tech was “making a huge difference to as many as two million people in the UK who are currently visually impaired” he added.
The news makes Coca-Cola the latest big brand to add the technology to its packs. Kellogg’s began trialing it on packs in 2020, and Aunt Bessie’s rolled out packs with NaviLens codes on in September 2022.
It comes as Coca-Cola unveiled new festive-themed sharing packs of Coca-Cola Original, Zero Sugar and Zero Sugar Cherry, due to roll out from mid-November.
Canned multipacks and large PET bottles will feature the Sundblom Santa Claus, and will carry QR codes offering shoppers the chance to win pre-loaded £200 gift cards from Love2Shop.
