Europe · Packaging · Tissue & home

The first toilet paper that announces itself on the shelf — in 42 languages.

From 2024, Foxy (Sofidel) prints the NaviLens code on its toilet paper, kitchen paper, napkin and tissue packs across Europe. Blind and partially sighted shoppers can detect the product from a distance and hear type, roll count, ply, composition and sustainability claims in 42 languages — without touching the pack.

Foxy Tornado Azul toilet paper pack on a supermarket shelf with a printed NaviLens accessibility code.

Europe: Pan-European rollout across the full Foxy range
2024: Year the permanent rollout starts
40: Languages supported by NaviLens read-out
~3%: European population living with significant sight loss

Foxy · Sofidel

Foxy is the tissue brand of Italian group Sofidel — one of the world's largest tissue paper manufacturers, present in supermarkets across Europe with toilet paper, kitchen paper, napkins and tissues.

As part of "Foxy's commitment", the group is integrating NaviLens codes across its entire European packaging range from 2024, within a broader strategy of inclusion, transparency and partnership with organisations such as Fundación Integralia.

01
Telling near-identical formats apart
Home-aisle tissue packs look very similar in shape and volume. Telling 4 rolls from 12, 2 ply from 3, double from triple, kitchen vs toilet, was almost impossible for a blind shopper without help.
02
Dense, multi-country labelling
Sofidel ships Foxy across dozens of European markets with different regulations and languages. Packaging mixes pictograms, recycling symbols, sustainability claims and tiny technical specs.
03
ESG and traceable commitments
Foxy wanted its sustainability commitments (FSC, recycled, transparency) to be verifiable and audible for visually impaired shoppers — not just readable for those who can read the label.

NaviLens codes are printed directly on Foxy packaging inside the existing industrial print flow — no redesign, no line stops. The free NaviLens and NaviLens GO apps detect the code up to 12 times further away than a standard QR, at angles up to 160°, in 1/30 of a second and under any lighting condition, with no focusing needed.

The app reads out product type, roll or unit count, ply, weight, composition, certifications (FSC, recycled), recycling instructions and the brand's sustainability commitments in the user's language — up to 42 languages.

“From 2024, Foxy products across Europe will include NaviLens codes. Adopting technologies like NaviLens is a significant step towards a more inclusive environment.”

Foxy · El compromiso de Foxy · Foxy official website · Foxy's commitment
Foxy ↗

2023
Foxy + Fundación Integralia
Sofidel deepens its commitment to inclusion through partnerships such as Fundación Integralia, setting the stage for accessible packaging.
2024
Pan-European announcement · NaviLens across Foxy range
Foxy states on its European website that "from 2024, Foxy products across Europe will include NaviLens codes". Progressive rollout across toilet paper, kitchen paper, napkins and tissues. Coverage in Valencia Plaza and FMCG trade press.
2024–2025
On-shelf rollout
NaviLens packs progressively replace the previous ones in European supermarkets as packaging inventory turns over.