Strongbow has become the first alcohol company to integrate NaviLens codes into its packaging, championing greater accessibility in its packaging. 

NaviLens QR code is a high-contrast, smartphone-readable marker that helps blind and partially sighted shoppers find, understand, and engage with products. Shoppers can scan the code to be led to the NaviLens app which shares key details such as ingredients and ABV, along with brand content and store navigation.

To implement the new accessible packaging, Strongbow has partnered up with inclusive marketing agency, Purple Goat, part of WPP Media. 

The NaviLens QR code feature was incorporated as a result of real consumer insight. Purple Goat led research into how Strongbow’s packaging is experienced by blind and visually impaired consumers, drawing on feedback from a host of well-known creators and community advocates including Lucy Edwards, Yahya Pandor, Claire Sisk and Sylvia Chengo. 

“This wasn’t just about adding a QR code, it’s about understanding how people actually experience our product,” said Rachel Holms, Cider Brand Director at Strongbow. “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. It’s a clear reminder that inclusive design isn’t optional, it’s essential.”

By working closely with the disabled community, the brand was able to identify some of the real-world barriers to its products and shape a more accessible approach for blind and visually impaired communities. At present, 90% of disabled consumers face accessibility issues when shopping while the RNIB reports that nine in 10 people with sight loss find information packaging difficult or impossible to read.

“Inclusive branding goes beyond aesthetics — it’s about ensuring everyone feels represented,  valued and engaged as customers. 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,” added Dom Hyams, Global Client Director at Purple Goat. 

NaviLens has already been adopted by UK public transport and some supermarket products. Strongbow hopes that by adopting the technology it will help to improve its uptake in FMCG.

The packaging launch sees Strongbow become the first major alcohol brand in the world to add an assistive technology feature directly to its packaging and builds on the brand’s ambition to become the ‘world’s most inclusive cider brand’.

By working with the visually impaired community and championing accessibility, Strongbow underlines how inclusive design can open up new audiences for brands.