World Sight Day
Innovative approaches for introducing inclusive labels
It ’ s estimated that 1.1 billion people across the globe live with vision loss , limiting how easy it is for them to select , understand , and choose products in the same way as those with full sight – factors that are crucial for making safe and fully informed decisions .
While taste , price , quality and product source are key components for the successful sale of foods and drinks , Jade Collins , Technical Controller at food labelling consultancy Ashbury , explains why manufacturers shouldn ’ t overlook the visual element when aiming to enhance the inclusivity of their products .
“ Currently there is no specificity around the provision of information for the visually impaired , with Food Information Regulations only stipulating minimum font size requirements and emphasising the importance of including certain mandatory information on packaging to enable consumer choice . But the RNIB reported that nine of out of ten people who ’ re blind or visually impaired found medication or food labels quite difficult or impossible to read .
“ Thankfully however , we ’ re beginning to see significant advancements break through regarding the inclusivity within this market – such as Co-Op including Braille on packaging where ‘ technically and commercially feasible ’. Plus , Kellogg ’ s is utilising NaviLens technology which means they ’ re incorporating codes onto some cereal box packaging allowing the user to have the label information read aloud or presented in larger font size on a digital platform .”
Working alongside these brands , the RNIB is campaigning for products and services to be reimagined with accessibility in mind . Their Head of Accessibility Innovation ,
Marc Powell added : “ Since we collaborated with Kellogg ’ s back in October 2020 for World Sight Day with our world ’ s first pilot of NeviLens packaging , we have seen more brands step up to the mark by including accessible solutions on pack , and we urge more brands to join the movement and embrace accessibility as a key decision within the design process .
“ Blind and partially sighted people should have the same freedom , independence and choice as sighted consumers . Technology is a game changer in achieving this as it can enable everyone to independently access key information on packaging .”
Jade continued : “ As well as these , there are many additional options also available which could be adopted more widely by manufacturers to support visually impaired consumers in accessing information . From Braille , larger fonts , haptics and shapes , to narrative labels , barcode technology and freshness indicators .
“ Understandably , introducing new packaging and labelling approaches doesn ’ t come without challenge . It ’ s important for brands and businesses to ensure that by altering or enhancing labels for inclusivity reasons , that they don ’ t hinder mandatory information which may risk compliance with existing regulations . And changing packaging can be both a timely and costly experience , so manufacturers may be forced to pass this onto consumers , which may not be positively received especially due to the current cost-of-living crisis .
“ Innovative technology – and new ways of thinking – are helping more consumers shop independently , avoid the risks associated with ( for example ) food allergies , and make informed choices about the products they consume . It appears many food manufacturers are already looking at ways in which they can proactively make labels and packaging accessible for all , and this has led to an influx of ideas being introduced or adapted from other industries .
“ For those who haven ’ t yet begun this process , there are certainly many considerations – but ultimately , enabling more people to access your products is a sound ( and ethical ) business decision which will see you keeping up with the likes of the most forward-thinking brands .”
For more information about the solutions currently available , and how to overcome some of the initial challenges , check out Ashbury ’ s latest blog : www . ashbury . global / blog / inclusive-labels-for-thevisually-impaired-challengessolutions-for-the-food-industry /.
Ashbury is a trusted regulatory consultancy dedicated to making global food compliance easy . Working closely with major brands and retailers , Ashbury ’ s experts help clients launch new products and expand into new global markets , confident that their products and labelling comply . It ’ s not just about supporting busy teams ; it ’ s about protecting brands and consumers through accurate and compliant product information . For more information , please call 0845 459 5019 , email hello @ ashbury . global , or visit www . ashbury . global .
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