Accessible QR codes to tea packaging

Twinings introduces accessible QR codes to tea packaging to support visually impaired consumers

Twinings is the first British tea brand to introduce accessible QR (AQR) codes at this scale, marking an important step towards more inclusive packaging

Codes help shoppers locate products and access on-pack information using smartphone accessibility apps

Developed with input from the Royal National Institute of Blind People (RNIB), Twinings has incorporated key recommendations into the placement and usability of the codes and in partnership with Zappar, creator of the Accessible QR code and Io.tt, a connected experiences platform

This is rolling out from July across Black Teas, with Green Teas and Infusions to follow

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London, 3rd June 2026:

Twinings has today announced the introduction of accessible QR (AQR) codes to its tea packaging,
becoming the first tea brand to introduce this technology at scale as part of a wider packaging refresh. The updates are designed to make its products easier to navigate for blind and partially sighted consumers.

The new codes will be added across a range of pack formats, appearing on the front of larger boxes, including 80, 120 and 300 tea bag packs, and on the side of smaller packs, including 20 and 40 tea bag formats, where space is more limited for both black tea, green tea and infusions. They will also feature on selected foodservice cartons, helping both consumers and staff access product information more easily.

How the packaging updates work in practice

Using accessibility apps, including Be My Eyes and Seeing AI, shoppers can use their smartphone to locate and scan the codes, at a distance of over a metre, 7x standard QR scanning, helping guide them to the product using the accessible QR code. This greatly benefits blind and partially sighted users who often find it difficult to scan standard QR codes. It allows consumers to access information such as product type, ingredients and brewing instructions through enhanced text size and audio
playback.

By supporting both product discovery and access to on-pack information, the technology is designed to better reflect the experience of a sighted shopper, helping more people to find, choose and understand products independently.

The updates reflect a broader focus on accessible and inclusive packaging, combining design, technology and expert guidance to improve how consumers interact with everyday products.

Developed with experts

The initiative has been developed in collaboration with the Royal National Institute of Blind People (RNIB) and technology partner io.tt, the connected experiences SaaS platform
powering the QR experience and the Accessible QR code is developed by Zappar.

Twinings has worked closely with RNIB to incorporate key recommendations into the placement and usability of the codes, helping ensure they are clear, consistent and as accessible as possible across different packs.

Rollout timeline

Production starts in June, with updated packs appearing in stores from July across Twinings’ Black
Tea range. Green Teas and Infusions will follow from September as packaging is updated across the range.

The initiative has the potential to benefit the 2 million people in the UK living with sight loss — nine in ten of whom find food packaging difficult or impossible to read. By introducing AQRs, Twining’s is helping more people shop with greater confidence
and independence, while also encouraging wider adoption of accessible packaging across the category.

Gill Close Marketing Director for Twinings UK & Ireland, said:

“Inclusivity is a core value for us at Twinings. By introducing accessible QR codes, we’re taking an important step towards making our products easier to navigate for blind and partially sighted consumers. This is part of an ongoing journey, we know there is more to do, but we’re proud to be taking meaningful action to improve accessibility and help drive progress across the industry.”

Alan Lock, Director Inclusive Design Consulting at the Royal National Institute of Blind People (RNIB), said:

“Inaccessible packaging remains one of the most persistent everyday barriers facing people living with sight loss in the UK.

Twinings' introduction of accessible QR codes is a welcome and practical step forward, giving shoppers the independence to find products and access the information they need. We hope it signals a turning point, inspiring the wider industry to follow suit."

Looking ahead

Twinings’ on-pack QR experience will also link to its enhanced website accessibility features, including read-aloud functionality, larger text and improved contrast, as part of its broader commitment to inclusivity and removing everyday barriers for consumers.

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