Persil has added “enhanced” QR codes to its packs in a bid to improve accessibility for blind and partially sighted shoppers.
The new codes, which were created by AR specialist Zappar in
partnership with Unilever and the Royal National Institute of Blind People, can
be detected from more than a metre away by accessibility app Zapvision.
Shoppers will then be provided with the relevant usage
instructions, safety warnings and recycling information through the app, via
larger text or audio.
Persil has already added the QR codes to its newly launched
plastic-free capsules and Ultimate Liquids range, and will roll them out across
its entire product range by the end of 2024.
According to Unilever, the technology will soon be
integrated with Microsoft Seeing AI. The fmcg giant hopes to work with other
accessibility apps to support a global rollout of the tech.
“We’re really proud to be launching these new enhanced QR
codes on Persil packs, before it is shared across other Unilever brands later
this year,” said Nadine Slyper, laundry marketing director at Unilever.
“For us, this is bigger than Unilever. We see this as a
first step in helping make packaging more accessible for everyone,” Slyper
added.
“We’re pleased to be exploring accessible QR codes as a
business and hope to see other companies and accessibility apps join in this
conversation.”
The move comes after cereal giant Kellogg’s started rolling
out accessible codes across its packaging in January 2022.
In addition to improving accessibility, Persil is making
concerted efforts to improve its sustainability credentials, having recently
repackaged its laundry capsules in cardboard boxes – a move which it claims
will save over 1,000 tonnes of plastic annually.
It has also this month expanded its Ultimate Liquids range
with two new variants, Active Clean and Touch of Comfort.
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