Strongbow enhances accessibility for visually impaired shoppers with NaviLens technology

The HEINEKEN UK owned brand Strongbow has added NaviLens technology to its packs, becoming the first major alcohol brand in the UK to add an assistive technology feature directly to its packaging. Rolling out across all Strongbow SKUs in the grocery, wholesale and convenience channels from August 2025, the move aims to build on the brand’s ambition to lead the way in the cider category through inclusivity.

Rolled out as a phased approach, Strongbow’s packs now feature a NaviLens QR code – a high-contrast, smartphone-readable marker that helps blind and partially sighted shoppers find, understand, and engage with the product. The code links to the NaviLens app which shares key details such as ingredients and ABV, along with brand content and store navigation.

At present, 90% of disabled consumers face accessibility issues when shopping^[1], and the RNIB (Royal National Institute of Blind People) reports that nine in 10 people with sight loss find information on packaging difficult or impossible to read^[2]. The introduction of NaviLens aims to help the Strongbow brand, and retailers, better connect with an otherwise underserved and under-engaged audience.

Rachel Holms, Cider Brand Director at HEINEKEN UK, comments: “This wasn’t just about adding a QR code, it’s about understanding how people experience our product and adding value into the cider category. Hearing directly from blind and visually impaired creators as part of this process has helped us see the gaps we hadn’t previously considered, and that input has shaped something far more meaningful. We are so proud of our position as the UK’s number one cider brand^[3] and hope this packaging update sets an example for the wider category – helping retailers feel confident that when they stock Strongbow, they’re helping to make their cider ranges even more easily shoppable.”

The roll-out of NaviLens packaging marks a major step forward for Strongbow, following its rebrand in 2023. During this time, new eye-catching cans and bottles have attracted a new generation to the much loved and trusted brand. It has continued to invest in activations around key cultural moments, including festivals and Pride, and this latest addition to its packs will further position Strongbow as the cider brand of choice – driving cultural relevance, inclusivity, and establishing it as brand of choice.

Retailers can find out more about Strongbow and how to maximise their cider category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.