United Kingdom · Packaging · Pet food

The first dog food that announces itself on the pet aisle.

From early 2025, Bakers packs (Nestlé Purina) carry the NaviLens code across the full main-meal range — from puppy to senior — so blind and partially sighted owners can spot the bag from several metres away and hear ingredients, allergens and feeding guidelines in their language. A world first in pet food, in partnership with RNIB.

Bakers (Purina) Meaty Meals pack on a supermarket pet-aisle shelf with a printed NaviLens accessibility code.

1st: Global dog food brand with NaviLens
2025: Rollout across the full main-meal range
≈ 3 m: Detection distance on shelf
RNIB: Partnered with Royal National Institute of Blind People

Bakers · Nestlé Purina UK — with RNIB

Bakers is a household British dog food brand owned by Nestlé Purina, with a range that covers a dog's whole life: puppy, adult, small breeds and senior.

Building on Purina's long-standing work with the Royal National Institute of Blind People (RNIB) and the success of NaviLens rollouts on human FMCG brands, Bakers was announced in October 2024 as the first global pet food brand to adopt the standard. Permanent rollout started in early 2025.

01
Finding the right bag without seeing the shelf
Pet-aisle shelves stack dozens of similar bags. For a blind or partially sighted shopper, telling Bakers apart from other brands — and picking the right recipe within Bakers — was nearly impossible without help.
02
Dense, unreadable labelling
Ingredients, allergens, life stage, portion guides and recycling info live in very small print. RNIB reports that 9 in 10 blind and partially sighted people find FMCG packaging hard or impossible to read.
03
An emotional, health-driven choice
Choosing a dog's food is non-trivial: life stage, weight, allergies and preferences all matter. Bakers needed a channel that gave real autonomy at the point of purchase, not dependence on staff being free.

The NaviLens code is printed directly on the front of the pack, inside the existing industrial print flow — no new machines, no line stops. The free NaviLens and NaviLens GO apps, compatible with any smartphone, detect the code from up to 3 metres away, at an angle and on the move.

The app reads out product name, life stage, ingredients, allergens, feeding guide and recycling info in the user's language. It can also filter the Bakers range by saved preferences (puppy, adult, small breeds, senior) and guide the owner to the exact bag on shelf.

“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 — helping visually impaired owners make feeding choices for their dogs as easily as possible at the point of purchase.”

Natalie Golland · Senior Brand Manager, Bakers (Purina UK) · NaviLens rollout announcement · Oct 2024
Purina UK ↗

2019–2024
Purina + RNIB · prior work
Nestlé Purina has been working with RNIB on accessible packaging and brand communication for years. That learning now extends to pet food.
Oct 2024
World-first announcement · Bakers
Purina UK announces Bakers as the first global dog food brand to adopt NaviLens on its main-meal range. Coverage in Nestlé UK, The Grocer, Northern Ireland Veterinary Today and Food Manufacture.
Early 2025
On-shelf rollout
NaviLens packs start landing in UK supermarkets across the full Bakers main-meal range — from puppy to senior.