Strongbow pioneers inclusive packaging with NaviLens QR codes

UK – Heineken’s Strongbow cider has introduced NaviLens technology on its cans, becoming the first major alcohol brand to integrate assistive features for blind and partially sighted consumers. 

The high-contrast NaviLens QR code allows users to access product details, such as ingredients and alcohol content, through audio and written formats via the NaviLens smartphone app. 

This initiative, rolled out across all Strongbow products in grocery, wholesale, and convenience channels from August 2025, aims to enhance accessibility in the cider category.

The NaviLens codes, unlike traditional QR codes, can be scanned from up to four meters away, even in low light or without precise focus, making them easier for visually impaired shoppers to use. 

According to a study, 90% of disabled consumers face barriers when shopping, with nine in ten people with sight loss finding packaging information difficult or impossible to read. 

Strongbow’s adoption of this technology seeks to address these challenges, enabling greater independence for visually impaired customers.

Rachel Holms, Strongbow’s cider brand director, emphasized the initiative’s significance, saying, “This wasn’t just about adding a QR code; it’s about understanding how people experience our product.” 

The brand collaborated with Purple Goat, an inclusive marketing agency, to incorporate feedback from visually impaired creators, ensuring the packaging meets real-world needs. 

Dom Hyams, global client director at Purple Goat, noted that inclusive design fosters customer loyalty and opens opportunities for brands to engage with underserved audiences.

This move follows Strongbow’s 2023 rebrand, which introduced eye-catching cans to attract younger consumers. 

The addition of NaviLens technology builds on this momentum, setting a precedent for the alcohol industry. 

Other brands, such as Robinsons Fruit Shoot, have also adopted NaviLens codes, with their multipacks featuring the technology since June 2025 to aid visually impaired shoppers. 

This growing trend highlights the food and beverage sector’s increasing focus on accessibility.

Strongbow’s initiative is part of a broader industry shift, with companies like Kellogg’s and Coca-Cola previously integrating NaviLens codes into cereal and beverage packaging. 

By prioritizing inclusive design, Strongbow not only enhances the shopping experience but also encourages retailers to stock products that cater to a wider audience, potentially driving commercial growth. 

The NaviLens app, free to download, supports this innovation, offering a practical solution for millions of visually impaired consumers worldwide.

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