United Kingdom · Packaging · Food

The UK's favourite cereal goes audible — Weetabix Mega Pack × NaviLens.

Weetabix added a NaviLens code to the redesign of its Original boxes and the Mega Pack 72. Blind and partially sighted shoppers scan from a distance and hear name, weight, ingredients and the story of British wheat grown within 50 miles of Burton Latimer.

Weetabix Original Mega Pack 72 box with a NaviLens code printed for blind shoppers.

1st: Leading UK cereal brand with NaviLens on its family pack
50 mi: Maximum sourcing radius for Weetabix wheat
40: Languages supported by the NaviLens read-out
2 M+: People living with sight loss in the UK

Weetabix Food Company

Weetabix is the UK's best-selling cereal brand, produced since 1932 at Burton Latimer (Northamptonshire). 100% of its wheat is grown on British farms within 50 miles of the mill.

In October 2023, Weetabix refreshed the entire Original range and family formats like the Mega Pack 72 to spotlight the farmers and the traceability of the wheat — and added a NaviLens code alongside the on-farm information.

01
Big boxes, tiny print
The Mega Pack 72 is one of the top-selling family formats. Its size hides ingredient, allergen and nutritional information in very small type — unreadable for people with low vision.
02
Visual storytelling of British wheat
The relaunch put faces and names to Northamptonshire farmers. That narrative was out of reach for anyone unable to read the box in the kitchen or at the shelf.
03
Telling variants and formats apart
Original, Crispy Minis, Protein, flavour SKUs… the Weetabix range fills entire shelves. Without audio cues, picking the right format and recipe is hard in self-service.

Weetabix printed the NaviLens code directly into the front-of-pack redesign at no extra production cost. The free NaviLens and NaviLens GO apps detect the code up to 12 times further away than a standard QR, at 160° and in 1/30 of a second, with no focusing needed — useful both in the trolley and on the kitchen counter.

On scan, the app reads out brand, variant (Original, Mega Pack 72), weight, ingredients, allergens, nutrition info and the British wheat story from Burton Latimer in up to 42 languages. The British farmers headlining the redesign now have a voice for blind shoppers too.

“The new boxes feature a NaviLens code so blind and partially sighted shoppers can find out more about our farms, our farmers and the wheat sourced within 50 miles of the mill.”

Weetabix · packaging refresh announcement · The Grocer · Weetabix 2023 redesign
The Grocer ↗

2022
'Home-grown wheat' strategy
Weetabix decides to put its commitment to wheat sourced within 50 miles of the mill, and the Wheat Protocol farmers, at the heart of on-pack storytelling.
Oct 2023
Redesign with NaviLens (The Grocer / Talking Retail)
Weetabix announces the new look for Original and the Mega Pack 72 and adds a NaviLens code so blind and partially sighted shoppers can access the farmer and wheat story.
2023–today
Roll-out across c-stores and multiples
Accessible packaging ships first into convenience and rolls out to Tesco, Sainsbury's, Asda and Morrisons in the family Mega Pack format.