Henkel Leans Into Smart Codes to Expand Packaging Accessibility
Henkel’s All Free Clear is incorporating NaviLens smart codes on its packages to help customers with low vision or blindness.
The codes will be located on the front of all of the brand’s Might Pacs of pre-measured detergents. Consumers who have downloaded the NaviLens app can scan the codes to receive an audible notification of the product’s name, type and dosing instructions, information that can be helpful not only to the 7 million Americans with low vision, but anyone with language barriers as the app can read in 36 languages.
“Our partnership with All Free Clear laundry detergent marks an important step in offering NaviLens technology in everyday household products, enhancing the shopping experience for all consumers,” NaviLens CEO Javier Pita said in a statement.
“It is our mission to empower people who are blind or have low vision through our cutting-edge technology. This collaboration represents another stride toward expanding NaviLens accessible codes to more everyday environments, positively impacting the daily experiences of millions," Pita added.
Beyond launching the new packaging, All is also making a $25,000 donation to the American Foundation for the Blind in honor of February’s designation as Low Vision Awareness Month.
Expanding Accessibility
NaviLens offers codes in museums and public transportation systems to help people navigate and has also been working with major CPGs to get its codes on packages beginning in 2020 when it appeared on Kellogg boxes in the United Kingdom, providing users with ingredients, allergen and recycling information.
That pilot expanded in 2022 when Kellogg added the codes to boxes of Corn Flakes, Special K, Rice Krispies and Crispix in the U.S., installed the codes in its Battle Creek, Mich. headquarters, and committed to incorporating them into all of its U.S. corporate facilities.
Last year, Nestle Purina’s Bakers became the first global pet food brand to begin using NaviLens, committing to adding the code to its packaging in early 2025. Users can program product preferences into the app to guide them to the right SKU at shelf, and the app can read information on feeding guidelines.
