The first cold-cut on the shelf that a blind shopper can find on their own.

ElPozo Alimentación is Spain's leading meat company, part of Grupo Fuertes, headquartered in Alhama de Murcia. Its Extratiernos range (turkey, cooked ham, chicken) is a fixture in the chilled sliced aisle of Spain's main retailers.

On 14-15 February 2023 ElPozo announced it had become the first meat company in Spain to adapt its packaging to NaviLens, starting with Extratiernos and committing to roll it out across the rest of the brand. The action sits inside its 'Everyone at the Table' (Todos a la Mesa) social programme and adds to other inclusive initiatives like its sponsorship of the Spanish Paralympic Committee ADOP plan since 2016.

The NaviLens code is printed directly on the front of the ElPozo Extratiernos sliced pack, in a reserved high-contrast area. The free NaviLens and NaviLens GO apps detect it from up to three metres away, without aiming or focusing, and guide the user with audio cues until they reach the product on the chilled shelf.

Once located, the phone reads out — in the user's language — the full label content: brand, variant (turkey, cooked ham, chicken), weight, ingredients, allergens, nutrition and anything else on the pack. All of it lives in the backend, so it stays up to date without reprinting film.

The rollout started with a selection of the most representative ElPozo Extratiernos SKUs and, through 2023, extended progressively to the rest of the range, positioning the brand as the accessibility benchmark in Spanish meat FMCG.