Strongbow has become the first major UK alcohol brand to add assistive technology directly onto its packaging via NaviLens.

Yesterday, the Heineken-owned brand announced that it had added a NaviLens QR code onto its packs – a high-contrast, smartphone-readable marker designed to help blind and partially sighted shoppers interact with the product.

When scanned, the QR code links to the NaviLens app, which shares key details such as the ingredients, ABV, brand content and store navigation.

According to Strongbow, the inclusive design will be rolling out across all SKUs in grocery, wholesale and convenience from August 2025.

It is part of the brand’s ambition to lead the way on inclusivity in the cider category.

Rachel Holms, cider brand director at Heineken UK, said: “This wasn’t just about adding a QR code, it’s about understanding how people experience our product and adding value into the cider category. Hearing directly from blind and visually impaired creators as part of this process has helped us see the gaps we hadn’t previously considered, and that input has shaped something far more meaningful.”

Other brands using NaviLens technology includes Coca Cola, Quorn, Nestle, Chicago Town and Weetabix. The app was created in 2017 in collaboration with the University of Alicante in Spain.