Heineken’s Strongbow cider, in collaboration with the inclusive marketing agency Purple Goat, has incorporated NaviLens assistive technology into its packaging to support blind and partially sighted consumers.

The cider brand has added a high-contrast NaviLens QR code to its cans. The code will enable customers to access product information through audio and written formats via the NaviLens smartphone app.

Strongbow cider brand director Rachel Holms stated: This wasn’t just about adding a QR code, 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. It’s a clear reminder that inclusive design isn’t optional - it’s essential.”

The move comes as research indicates that 90% of disabled consumers encounter obstacles while shopping.

Strongbow's move to integrate NaviLens technology directly addresses these challenges, offering a solution that enhances the shopping experience for those with visual impairments.

Purple Goat global client director Dom Hyams stated: “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. True brand strength comes from understanding all customers' needs and naturally a product and brand experience that creates loyalty, connection and, with it, commercial growth.”

The NaviLens system, already a feature of UK public transport and tested by different food giants, is now making its debut in the alcohol industry through Strongbow.