Pet food brand Bakers will be supporting blind or partially sighted dog owners, when it launches NaviLens codes on its packaging. 

NaviLens technology allows people with sight loss to more easily find the information they need on a product when shopping. The scannable NaviLens codes, similar to QR codes, will be integrated into Bakers packaging from early 2025. 

Featuring on all its main meal products – which cover all stages of a pets’ life from puppy through to senior ranges – blind or partially sighted owners with dogs of all ages will be able to benefit from the new addition to their pets’ food packs. 

The NaviLens app can detect an on-pack code from up to three metres away, meaning that shoppers can stand at the end of the pet aisle and activate the app on their smartphone from there, rather than having to be near the specific product they want to shop for. 

The app will then help pet owners with sight loss navigate to Bakers products on shelf, including guiding them to the correct food based on preferences they’ve already set up in the app, such as life stage, lifestyle or preferred Bakers sub-ranges. 

Shoppers will also be able to access feeding guidelines for their pet and can choose to hear more detailed product information including the ingredients, allergen and recycling information. All the information provided through NaviLens will be read aloud in the pet owner’s phone's language of choice, or they can choose to view it on their device, using accessibility tools.

It's free to use; customers only need to download the NaviLens or NaviLens GO apps, which are compatible with all smartphones.

Natalie Golland, Senior Brand Manager for Bakers, said: “The addition of NaviLens to our packs is an industry first and we are very proud to be able to offer this technology to make Bakers as accessible as possible. At Purina, we know that the bond between pets and owners is incredibly powerful, and that feeding time is a key point where this bond is enjoyed and reinforced. We’re delighted that our Bakers brand is able to lead the way within our industry, helping visually impaired owners make feeding choices for their beloved dogs as easily as possible at the point of purchase.

"We are also grateful for the support of the RNIB, whose advice has been invaluable in adopting this technology across our portfolio.”

Daphne Mavroudi-Chocholi, Managing Director of RNIB Enterprises, said: “It’s fantastic that organisations such as Nestlé and Purina are working with us to bring about a significant step-change in how brands can put accessibility at the forefront of design and packaging decisions. The addition of NaviLens onto the Bakers packaging, ensures that blind and partially sighted pet owners can access nutritional information and feeding guidelines – vital information that all pet lovers should be able to access and consider when choosing the right food for their pets.”

NaviLens will be available on Bakers packs from early 2025.