United Kingdom · Packaging

Choosing your baby's formula without borrowing someone else's eyes.

SMA Nutrition, Nestlé's UK infant-formula brand, becomes the first infant-nutrition company in the world to add NaviLens codes across its entire range. UK rollout in August 2024.

Tin of SMA First Infant Milk with a NaviLens code printed on it.

World 1st: Infant-formula brand with NaviLens across the entire range
Aug 2024: UK rollout confirmed
100%: Full SMA Nutrition range covered
≤3 m: Code detection distance

SMA Nutrition · Nestlé × NaviLens

SMA Nutrition is Nestlé's infant-formula brand in the UK and Ireland, in British homes for more than 60 years. Its catalogue includes SMA Pro, SMA Wysoy, SMA Advanced and the Ready-to-Use range.

In August 2024, SMA Nutrition announced — covered by Packaging Europe, Talking Retail, AT Today and Retail Times — that NaviLens would be added to EVERY pack. The first category-wide move worldwide: not a single-SKU pilot, but the entire portfolio.

01
Critical info for the baby
Infant formula is not just any product: formula stage, recommended age and preparation affect the baby's health. Mistakes are not just inconvenient.
02
Tiny type on tins
Formula tins and cartons cram lots of information (stage, weight, allergens, instructions, warnings) on cylindrical surfaces with very small type.
03
Blind parenthood
RNIB and the testimonies gathered by SMA show that blind parents routinely depend on others for something as intimate as feeding their baby. NaviLens gives that autonomy back.

The NaviLens code is printed on EVERY SMA Nutrition pack. NaviLens and NaviLens GO apps detect it from several metres without aiming, reading out product, stage (0-6m, 6-12m, 12m+), ingredients, allergens and preparation instructions.

The rollout is part of Nestlé's global accessibility programme, which had already brought NaviLens to Cheerios in the United States (Nestlé US) and to individual SKUs in other markets. SMA Nutrition takes it to a full category.

“Breaking down feeding barriers is a milestone for blind and partially sighted parents. Choosing the right formula for your baby should not depend on someone else's eyes.”

SMA Nutrition · Nestlé UK · Press release · Aug 2024
Nestlé UK ↗

Aug 2024
Global SMA × NaviLens announcement
Nestlé UK issues the official press release: SMA Nutrition adds NaviLens across its entire infant-formula range. A category world first.
Aug 2024
Trade-press coverage
Packaging Europe, Packaging Gateway, Talking Retail, AT Today and Retail Times pick up the news as a milestone in FMCG accessibility.
Post-2024
Replicable model
SMA's move sets a reference for other Nestlé brands and for infant-nutrition players internationally.