United Kingdom · Packaging

Britain's everyday muesli, now also for people who can't see the shelf.

From 2023 Weetabix Food Company adds a NaviLens code to its full pack redesign — starting with Weetabix Original and extending to the Alpen range — so blind and low-vision shoppers can recognise the brand, read nutrition info and discover the British wheat story right from the supermarket aisle.

Alpen No Added Sugar Muesli box with NaviLens code printed on pack for blind and low-vision shoppers.

2023: NaviLens rollout across the Weetabix family
×12: Read distance vs. a standard QR code
<50 mi: Wheat grown around Burton Latimer Mills
100%: Recyclable cardboard boxes

Alpen · Weetabix Food Company

Alpen was born in 1971 as the first Swiss-style muesli made in the UK, and has been part of British breakfast culture ever since. It's produced at Burton Latimer Mills (Northamptonshire), Weetabix's historic plant, inside Weetabix Food Company's portfolio (Post Holdings).

In October 2023, Weetabix unveiled a full pack refresh that puts British farmers front and centre — all wheat is sourced from fields within 50 miles of the mill — and adds a NaviLens code that makes product info accessible to blind and partially sighted people. Alpen joins the same system, aligning the muesli range with the house accessibility standard.

01
A cereal aisle that feels identical
Cereal and muesli boxes are rectangular, similar in size and have almost no tactile cues. Telling Alpen Original from Alpen No Added Sugar — or from any other brand — without sight is almost impossible.
02
Allergens and sugars in tiny print
Nuts, gluten, seeds, added-sugar %, kcal per serving… The info that allergic and diet-conscious shoppers need lives in small print on the side panel, out of reach for screen readers.
03
A brand story that doesn't reach everyone
The 2023 pack tells the story of British wheat and the farmers who grow it. Without an accessible channel, that narrative is lost on a meaningful share of the audience.

The NaviLens code is printed directly on the front face of the box, in a reserved high-contrast area. NaviLens and NaviLens GO detect it from several metres away — up to 12× further than a standard QR — without aiming, and read out brand (Alpen), variant (Original, No Added Sugar, Strawberry & Raspberry…), ingredients, allergens, nutrition and wheat origin in the user's language.

The same system is applied consistently across Weetabix Original, Weetabix Crispy Minis, Oatibix and the Alpen range — all produced at Burton Latimer Mills — so a blind or low-vision shopper finds exactly the same scan gesture across the house portfolio.

“Nuestros nuevos envases ponen en valor el trigo cultivado a menos de 80 km de Weetabix Mills — y, gracias al código NaviLens, esa historia también está disponible para los compradores ciegos y con baja visión.”

Weetabix Food Company marketing team · Pack redesign launch · October 2023
The Grocer ↗

Oct 2023
Weetabix redesign with NaviLens
Weetabix Food Company unveils the new 2023 pack with a NaviLens code on the front face — the first British cereal family to do it at national scale.
2023–2024
Extension to Alpen and others
The same accessibility standard rolls out to the Alpen range (Original, No Added Sugar, Strawberry & Raspberry) and the rest of the Burton Latimer portfolio.
Ongoing
Live data with no reprint
SKU-level content (allergens, recipes, campaigns) is updated in the backend without changing the artwork or reprinting the boxes.