Helping people who are blind or have low vision to access product information on packaging with a single, Accessible QR code

Partnered with

"Access to product information on packaging should be a basic human right. We are making that our mission."

- Caspar Thykier
Co-Founder and CEO, Zappar

Introducing the Zapvision ecosystem

Zapvision is an integrated system, enabling brands to provide important product information to users. Here is how it works:

Persil packaging containing a Zapvision accessible QR code.

Product packaging

We’re reimagining QR codes with our D3 ‘dot-dot-dash’ pattern. Update your existing QR into an Accessible QR without having to make any major design changes to your packaging or introduce an additional code scheme.

Person holding a mobile device with laundry detergent 128cm away and an example of the in app screen.

Zapvision app and SDK

The free Zapvision app and any apps using the Zapvision SDK are used to scan Accessible QR codes and quickly access relevant product information from 3x the distance of normal QR scanning.

Content management system

Brand teams can convert QR codes into Accessible QR codes, download as SVG, and attach product information using our self-serve content management system.

Person holding a mobile device showing the Zapvision app, scanning persil bio 32 capsules packaging.

Why Zapvision?

The World Health Organization estimates that 2.2 billion people have near or distance vision impairment [source: WHO]. According to WHO, there are 284m people have low vision with 39 million registered blind globally, making finding relevant product information in store and at home a significant and everyday challenge. Zapvision has been designed to enhance the accessibility of product packaging for everyone, providing total independence when purchasing and searching for products, whatever your visual acuity.

A great user experience for people who are blind or low vision

Zapvision has been developed with guidance from the Royal National Institute of Blind People (RNIB) and has been optimised through the RNIB’s expert assessment process and guided user testing research with people who are blind or have low vision.

Developed with the needs of brands at its core

We have worked closely with a number of major consumer product groups to design a system that fits effortlessly with their existing connected pack programs allowing brands to truly scale this solution effectively with minimal disruption.

Be part of the Digital GS1 QR standard revolution

The landscape for mobile ready packaging is changing rapidly as new legislation across the CPG and retail space globally begins to come into effect. Accessible QR codes provide an opportunity to future proof your business and make the problem of access to product information for everyone a thing of the past.

Award winning product

What is an Accessible QR “AQR” code?

The elegance of the Zapvision solution is that it allows brands to provide two unique experiences to their customers whilst only having a single QR code to their product packaging. Our D3 (dot-dot-dash) Accessible QR solution augments the design of the QR code, maintaining its destination for standard camera apps, while unlocking incredible value for people with sight loss when scanned with a Zapvision enabled app.

Find out more

How Zapvision works:

Download the Zapvision app (or Zapvision enabled app).
Open the app and point in the direction of a product (in store or at home).
The app will search for and detect an accessible QR code up to 1.2m away (when printed at 15mm on pack) and start to give audio queues and category information for the product.
Once the desired product is found, product information including allergens, dietary preferences, and any on-pack information can be accessed using the devices in built accessibility features such as voice assist from up to 60cm away (4x the distance of normal QR scanning).

Zapvision has partnered with world leading apps for people with sight loss

Zapvision aims to help as many people who are blind and have low vision as possible using our computer vision solution. For this purpose, we offer a free Zapvision SDK to app developers. Zapvision has already been integrated into Microsoft Seeing AI, Envision and Be My Eyes.

Download Microsoft Seeing AI

Download Envision

Download Be My Eyes

2 phones showing Zapvision reference app.

Try the Zapvision app

We also offer a Zapvision reference app which is available for free on the App and Google Play stores as a backup for global markets where an existing app for people with sight loss does not exist and use it as a benchmark of quality for our partners.

Click here to download a Zapvision enabled product example

(Print at A4, to keep 1/1 scale)

"We’re really proud to be launching these new enhanced QR codes on Persil packs, before its shared across other Unilever brands later this year. For us, this is bigger than Unilever, we see this as a first step in helping make packaging more accessible for everyone. This is a global initiative, and we hope this will help create a more inclusive experience for all of our shoppers as we grow and learn in this space.”

Nadine Slyper

Marketing Director, Unilever

How brands can go from QR to AQR

Zapvision allows you to turn any QR code into an Accessible QR in just a few easy steps using our fully self-service content management system. Brands teams can upload product information, including allergens, dietary preferences, and any on-pack information delivered in a structured way that’s designed with users who are blind and have low vision in mind and interacts with the device’s configured accessibility features, displaying information in larger text or audio-described and voice-guided.

Milk carton highlighted with an empty space on the front of the packaging.

Step 1

Design your packaging to include a QR code.

Two QR codes side by side, one showing the standard QR code and the other showing an accessible QR code.

Step 2

Generate your AQR on the Zapvision CMS, add your product data and export.

Milk carton showing an accessible QR code on the front of the packaging.

Step 3

Add your Accessible QR code to your pack design and send to print.

Join companies like Unilever, Bayer and Diageo today, to make your packaging accessible

See examples

AQR codes were added to KitKat two finger multipacks in the UK in September 2024.

AQR codes were added to Ketel One’s Espresso Martini and Cosmopolitan ready-to-drink cocktails in the US and Canada in September 2024.

AQR codes were launched on Persil Bio, Non Bio and Colour Protect 32 Capsules in the UK in March 2023.

The Zapvision Content Management System

Add, update and manage your AQRs through the easy-to-use Zapvision Content Management (CMS) system. Assign relevant product information with support for multiple languages and a range of product categories. Update and publish your accessible product information instantly, with a single click.

Book a demo

"In our opinion, Zapvision does three key things, absolutely critical for successful CPG adoption; 1) It's 'open' meaning it can be integrated into other apps, critical for scale and relevance, 2) it's small, 15mmx15mm ensuring the space it takes up on pack is minimal, critical when you have lots of small formats and 3) the cost model is bult for scale and efficiency. These three things when combined into one solution ensure that any brand deploying Zapvision correctly will ensure success and impact at scale."

Mark Hewitt

CEO | Strategy & Innovation Lead

Hear what the press is saying about Zapvision

The Grocer

Persil adds QR codes to packaging for visually impaired shoppers.

Forbes

Accessible QR Code From Zappar Makes Packaging Talk To The Blind.

Mobile Marketing

Persil rolls out accessible QR codes on its packaging.

Talking Retail

Unilever has improved on-pack accessibility by adding a new enhanced QR code to its packaging.

Retail Technology Innovation Hub

Bayer Consumer Health UK works with Zappar to launch first accessible QR code in healthcare space.

Packaging Europe

Accessible QR is now available on packs of Persil laundry detergent products across the UK.

“This digitally inclusive transformation is a major step change for us as well as the whole healthcare category. The enhanced QR code improves access to important product information for consumers during their shopping journey. We continue to meet our company vision of ‘health for all’ and empower more people to find it easier to self-care – a vital societal sustainability pillar of ours.”

Mike Knowland

GM and Cluster Lead for Northern Europe including the UK & Ireland

Accessible QR Code Guide

This guide will take you through the trends that have helped create Accessible QR codes and what you should do next if you’re a brand manager or business selling products to consumers to take advantage of this new reality.

Download now