Spain · United States · Packaging

Daily bread, now also for people who can't see the shelf.

Bimbo Iberia adds NaviLens to its new 50-50 sliced bread (2023) and Bimbo Bakeries USA extends it to Entenmann's, making the group the world's first baker with accessible codes on pack on both sliced bread and sweet bakery.

Bimbo sliced bread bag with NaviLens code printed on pack for blind and low-vision shoppers.

1st: Bakery brand with NaviLens on pack
1st: Accessible sweet bakery (Entenmann's, US)
×12: Read distance vs. a standard QR code
100%: Recyclable bag on the new 50-50

Grupo Bimbo · Bimbo Iberia + Bimbo Bakeries USA

Grupo Bimbo is the world's largest baker, active in 30+ countries with brands like Bimbo, Entenmann's, Oroweat, Sara Lee and Donuts. Its packaging strategy combines recyclable formats and inclusive design to remove barriers in the weekly grocery shop.

Bimbo Iberia introduces NaviLens for the first time on the 50-50 sliced bread (50% white + 50% wholemeal flour) launched in March 2023, in a 100% recyclable bag. A few months later Bimbo Bakeries USA adds NaviLens to Entenmann's, its historic sweet bakery brand — becoming the world's first sweet bakery to do so.

01
An inaccessible bread aisle
Sliced bread is a weekly purchase, but packs across brands and variants (white, wholemeal, crustless, sugar-free) look almost identical. Telling them apart without sight relies on store staff or tactile memory.
02
Invisible allergens and nutrition
Critical info — gluten, lactose, seeds, kcal, fibre — sits in tiny print on the back of the bag. For blind and low-vision shoppers it's practically unreachable without help.
03
Sweet bakery with no precedent
Before Entenmann's, no global sweet bakery brand had accessible codes on pack. Bimbo Bakeries USA had to set the category standard in-house.

The NaviLens code is printed directly on the bag in a reserved high-contrast area. NaviLens and NaviLens GO detect it from several metres away (up to 12× a standard QR) without aiming, reading out brand, variant (50-50, wholemeal, crustless…), ingredients, allergens and nutrition info in the user's language.

In the US, Bimbo Bakeries USA replicates the model on Entenmann's — its century-old sweet bakery brand — making it the world's first sweet bakery brand with NaviLens on pack. The rollout is part of Grupo Bimbo's 100% recyclable packaging and inclusive design strategy.

“En Bimbo trabajamos para ofrecer los mejores alimentos a nuestros consumidores, fomentando el consumo responsable y optimizando el perfil nutricional. Incorporar el código NaviLens es un paso más para que el pan de cada día sea también el pan de todos.”

Mercedes Granados · Bimbo Iberia · Bimbo 50-50 launch · 2023
Revista ARAL ↗

Mar 2023
Bimbo 50-50 launch (Spain)
Bimbo Iberia adds NaviLens for the first time on the new 50-50 sliced bread, in a 100% recyclable bag, with national distribution.
Sep 2023
Entenmann's with NaviLens (US)
Bimbo Bakeries USA brings the accessible codes to Entenmann's, the world's first sweet bakery brand with NaviLens on pack.
Post 2023
Scaling to more SKUs
The model opens the door to extend NaviLens to more bread, sweet bakery and snack references across the Grupo Bimbo portfolio.