Aunt Bessie’s continues to support those living
with sight loss through the introduction of NaviLens technology and partnership
with the RNIB…
With nearly two million people in the UK living with sight loss and 9 in 10 of these people finding food packaging difficult or impossible to read, Aunt Bessie’s is here to help taking the lead in frozen providing opportunity for more independence both in stores and at home. With many vision impaired shoppers admitting to purchasing the wrong frozen item due to the challenges of this aisle, Aunt Bessie’s provides a helping hand with NaviLens.
Aunt Bessie’s introduced NaviLens technology to the
packaging of two of its most popular products back in 2022, as a partnership
with the Royal National Institute of Blind People (RNIB) began, supporting blind
and partially sighted shoppers by improving the accessibility of
products so everyone can enjoy a roast dinner.
Adding NaviLens ‘codes’ to the front of packaging not only helps shoppers find the product quicker and easier in the shopping aisle, but also provides important information about the product which may be hard to read for our shoppers. The user-friendly smartphone app uses navigational audio cues to direct the shopper to the product both in the store and when the product is in their freezer at home. Importantly NaviLens technology can also read aloud detailed product information such as ingredients, allergens, cooking instructions and recycling information.
Today NaviLens codes are becoming more available
across the Aunt Bessie’s range broadening out across the different frozen
categories. With the frozen aisle identified as
one of the more challenging aisles to shop for the visually impaired, we hope
that by improving accessibility to our products using NaviLens technology and
as our partnership with the RNIB continues we can help make a real difference
to our blind and partially sighted shoppers’, so everyone has the accessibility
to enjoy a roast dinner with loved ones.