Sat. Oct 12th, 2024

SMA® Nutrition First to incorporating NaviLens Technology

?      SMA® Nutrition is pioneering a category first by incorporating NaviLens technology into the packaging of its entire Infant Nutrition range.

?      In the UK, over 2 million people live with sight loss*

?      NaviLens technology is a game-changer, empowering visually impaired parents with formula feeding independence in-store and at home.

?     Customers can use the NaviLens GO app (downloadable here) on SMA® to easily find the product they are looking for in-store and read aloud instructions and ingredients.

SMA® Nutrition is supporting its visually impaired customers by putting NaviLens codes on all its product packaging. Gone are the days of struggling to find products or decipher tiny labels. With the all-important NaviLens technology, visually impaired parents and caregivers can now easily make informed purchasing decisions and get answers to their feeding queries, both in-store and at home.

In a World first, blind and partially sighted parents and caregivers can now use NaviLens on all SMA® formula packs, giving them a higher level of independence when it comes to making choices regarding their children’s feeding. Scannable codes, similar to QR codes, have been integrated into all SMA® packaging. When a visually impaired shopper points their device towards the SMA® product, their smartphone can detect the on-pack code from up to three metres away. This triggers their phone, and the customer can choose to access all product information including the ingredients, allergen, and recycling information read aloud in their phone’s language, or 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 home, visually impaired parents and families are able to use the NaviLens app NaviLens to:

?     Read aloud preparation instructions for SMA® products, a task often challenging for those with visual impairments.

?      Provide step-by-step guidance on measuring formula and ensuring proper preparation.

?      Offer additional resources on safe formula feeding practices.

NaviLens also transcends language barriers. The app’s ability to communicate in up to 37 languages provides crucial translation support, making formula preparation instructions accessible regardless of the user’s native language.

Vicky Woods Managing Director of Nestlé Nutrition UK and Ireland said, “The addition of NaviLens to our packs is the first time this has been done in the infant nutrition category, and we hope the importance and benefits for so many will inspire other brands to follow. The breadth of the technology means visually impaired parents can independently choose, find, and understand all the on-pack information they need should they decide to use formula.

By providing the crucial instructions in 37 languages, the products become more accessible and user-friendly for those who aren’t native English speakers. Even sighted parents who are preparing night feeds and need someone to read preparation instructions in the early hours can benefit.

Nestle is tremendously proud to have worked closely with the NaviLens team to customise the user experience to be suitable for this unique category. We are also grateful for the support of the RNIB, whose advice has been invaluable in adopting this technology across our portfolio.”

John Worsfold, Head of Solutions Innovation at RNIB said: Blind and partially sighted parents should have the same freedom, independence and choice as sighted customers when it comes to buying products and accessing on-pack information. Currently, important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read.

“Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently identify and access key information on packaging. This is why we’re so pleased to collaborate with brands such as SMA Nutrition® on our ongoing mission to highlight how the industry can raise its game and make packaging more accessible.”

If you're thinking of buying something recommended by us, please go via the links on our pages. When you do this we may earn a fee which supports our editorially independent, family business.

By Penny McCarthy

Penny McCarthy is a seasoned entrepreneur and co-founder of Parents News UK, a pioneering publication launched in 1993 to serve the needs of busy parents in Southwest London. Alongside her husband, Fergus McCarthy, Penny played a crucial role in the rapid expansion of the printed edition, which grew from a local startup to a widely circulated monthly publication with a reach of 192,000 copies across Kent, South London, and beyond. Under Penny’s leadership, Parents News quickly became a trusted resource for families, providing valuable information on education, entertainment, sports, and family-friendly events. Her vision helped the publication extend its influence with franchises in Northern Ireland and Cornwall, catering to a growing demand for accessible, family-oriented content. In 1997, recognising the importance of digital media, Penny spearheaded the launch of Parents News UK Online. The website initially mirrored the content of the printed editions and has since evolved into a comprehensive online resource for parents, achieving significant popularity with up to 700 daily hits. In 2017, the publication transitioned fully to an online platform, continuing to inform and engage families across the UK. Today, Penny remains deeply involved in the ongoing success of Parents News UK, focusing on innovative advertising opportunities and future growth plans. Her dedication to supporting families through accessible and practical content has made Parents News a cherished name in households across the country.

Read next