Making every product accessible
How Unilever scale accessible QR codes globally
Challenge
Millions of consumers who are blind or have low vision struggle to identify products, read instructions or check allergens. Unilever needed a scalable way to make packaging independently accessible while setting a new global standard for inclusion.
Approach
Working with Zappar and the Royal National Institute of Blind People, Unilever launched Accessible QR codes that can be detected from distance and open fully accessible voiced-product information. The Accessibility CoE trained global teams, standardised processes and embedded AQR across brands, suppliers and markets.
Business impact
Global scale
AQR expanded across multiple brands and markets, becoming one of the world’s largest accessible packaging programmes.
Stronger consumer independence
Research shows significant improvements in confidence, autonomy and brand preference among blind and low-vision consumers.
Industry influence
Unilever’s standards now shape supplier training, regulatory discussions and wider adoption across the packaging ecosystem.
