What’s New in Accessible Packaging

Despite the critical need for accessible packaging among millions of people with disabilities and conditions that weaken grip strength, many products remain frustratingly difficult to open. That’s especially true when it comes to traditional jar lids. Jars ranked among the top five most difficult packaging types to open in Arthritis Australia’s 2024 ‘That’s a Wrap’ campaign and are a repeat offender in this category year after year.

The results of surveys like this show that progress is still critically needed to make more packaging universally accessible.

Companies are increasingly recognizing the importance of inclusivity and accessibility and are actively transforming their packaging for universal ease of use. Some of the brands recently making news for this transformation include:

Source: Nestlé Confectionery

• Nestlé Confectionery is trialing Accessible QR codes on its KitKat and Quality Street brands to help shoppers who are living with sight loss access product information more easily. According to the company, shoppers will be able to scan the Accessible QR codes on their phones using existing apps already used by the blind and partially sighted community, meaning there is no need for additional downloads. When scanning the enhanced QR code, shoppers can access details on allergens, dietary requirements, and usage instructions. The information is presented via standard accessible features such as large fonts and audible screen reader technology.
• Tilt Beauty, recently launched in the U.S., was founded by Aerin Glazer after she was diagnosed with psoriatic arthritis and found traditional makeup challenging to use. The beauty brand’s products feature patented packaging that is easy to grip, open and close. According to the company, Tilt Beauty is the first to receive The Arthritis Foundation’s Ease of Use® certification, recognizing its patented packaging as user-friendly for everyone, including those with arthritis and chronic pain.
• Ketel One Family Made Vodka announced last September the addition of accessible on-bottle QR codes (AQRs) on bottled Espresso Martini and Cosmopolitan products from the company’s The Cocktail Collection. These AQRs enable easier product identification and information access for blind and low-vision consumers. Upon scanning the AQR, the user’s phone announces the product category and its physical distance from the user through text-to-speech and enhanced font size. The app also detects key information including product details, specific allergens and can even provide recipe suggestions, all of which would normally require additional, visual assistance to obtain.

Source: all®

• all® free clear announced in January that the brand will be the first laundry detergent in the U.S. to incorporate NaviLens technology on its packaging. The technology will be featured on all® free clear MIGHTY PACS® Original laundry detergent tubs and pouches. Once consumers download the NaviLens app, the device detects NaviLens codes, audibly notifying the user of the product name, type, and precise in-store location. The company notes that this technology can benefit those with blindness, low vision, language barriers and anyone in need of additional resources.
• Carmine’s recently partnered with CCT to adopt the EEASY Lid, an accessible packaging innovation designed to help brands provide greater accessibility to jarred products. Sold at more than 300 retail locations, Carmine’s sauces topped with the EEASY Lid allow consumers to open the sauce jars with a simple push of a button and easy twist of the lid. The software designed EEASY Lid reduces the effort needed to unscrew a lid by up to 50%.

Is your brand packaging accessible? It can be. The EEASY Lid transforms your packaging, ensuring ease of use and improving the customer experience.

Contact us today to learn more.