Barilla Extends Be My Eyes Partnership
Pasta company Barilla has extended its partnership with mobile app Be My Eyes, rolling out QR codes for those in need of visual assistance on 10 of their pasta products, including penne, spaghetti, farfalle and rotini. The two companies initially teamed up in 2021. Founded in 2012, Be My Eyes is an international community aimed at connecting people who are blind or have low vision with sighted volunteers or representatives.
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With this latest expansion, users will be able to scan the top of Barilla boxes for QR codes using their smartphone camera. Users in the U.S., can navigate to the Specialized Help menu in the Be My Eyes app and select Barilla in the ‘Food & Beverages’ category. Once linked up via the app, users will be able to ask the ‘Pasta Professionals’ questions, get clarification on ingredients, learn how to prepare the pasta, and more.
“Ensuring our consumers have access to quality resources that allow them to better understand our products is incredibly important,” says Laura Birk, vice president of human resources, Barilla Americas. “Be My Eyes has proven to be a helpful and important resource for pasta shoppers, supporting Barilla's mission to make our products widely accessible to all. We are excited to be on the cutting edge of developments in our industry to increase accessibility for individuals with visual assistance needs.”
Making Strides on Inclusive Packaging
Haleon and Barilla are not the only brands striving for more inclusive designs with their packaging. Earlier this year, P&D brand Dawn dish soap launched a new “no flip cap” bottle designed to more easily dispense soap with one hand. The company said the new packaging would be more user-friendly for those who have difficulties with traditional bottle designs.
Another P&G company, Olay, also developed a more inclusive Easy Open Lid prototype for their skincare products. Designed to assist those with dexterity issues, joint pain, vision impairments and other disabilities, the lid features a winged cap, extra-grip raised lid, Braille text, and a high-contrast label.