Purina’s Bakers introduces NaviLens for inclusive pet food shopping
Bakers pet food will become the first global brand to incorporate NaviLens technology on its packaging, enabling blind and partially sighted pet owners with enhanced access to product information
Print4 November 2024
Purina’s Bakers pet food is the first global pet food brand to announce it is incorporating NaviLens technology into the packaging of its main meal range.
Much-loved pet food brand Bakers keeps millions of dogs’ tummies happy and healthy each year, but from early 2025 it will also be better supporting blind or partially sighted dog owners, when it launches NaviLens codes on its packaging.
Scannable codes
NaviLens technology allows people with sight loss to more easily find the information they need on a product when shopping.
The scannable NaviLens codes, similar to QR codes, will be integrated into Bakers packaging from early 2025.
Featuring on all its main meal products – which cover all stages of a pets’ life from puppy through to senior ranges – blind or partially sighted owners with dogs of all ages will be able to benefit from the new addition to their pets’ food packs.
The NaviLens app can detect an on-pack code from up to three metres away, meaning that shoppers can stand at the end of the pet aisle and activate the app on their smartphone from there, rather than having to be near the specific product they want to shop for.
The app will then help pet owners with sight loss navigate to Bakers products on shelf, including guiding them to the correct food based on preferences they’ve already set up in the app, such as life stage, lifestyle or preferred Bakers sub-ranges.
Feeding guidelines
Shoppers will also be able to access feeding guidelines for their pet and can choose to hear more detailed product information including the ingredients, allergen and recycling information.
All the information provided through NaviLens will be read aloud in the pet owner’s phone’s language of choice, or they can choose to view it on their device, using accessibility tools.
It’s free to use; customers only need to download the NaviLens or NaviLens GO apps, which are compatible with all smartphones.
“At Purina, we know that the bond between pets and owners is incredibly powerful, and that feeding time is a key point where this bond is enjoyed and reinforced. We’re delighted that our Bakers brand is able to lead the way within our industry, helping visually impaired owners make feeding choices for their beloved dogs as easily as possible at the point of purchase,” said Joanne McKenna, category country manager Ireland, Nestlé Purina PetCare.
Accessibility first
Daphne Mavroudi-Chocholi, managing director, RNIB Enterprises, said:“It’s fantastic that organisations such as Nestlé and Purina are working with us to bring about a significant step-change in how brands can put accessibility at the forefront of design and packaging decisions.
“The addition of NaviLens onto the Bakers packaging, ensures that blind and partially sighted pet owners can access nutritional information and feeding guidelines – vital information that all pet lovers should be able to access and consider when choosing the right food for their pets.”
NaviLens will be available on Bakers packs from early 2025.
Read more: Purina launches first ‘designed to be recyclable’ pouch ranges in Ireland
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