Loftware, a global leader in product identification and connected packaging, has partnered with immersive technology pioneer Zappar to make fully inclusive QR codes.
This development enables QR code engagement for over 285 million people who are blind or have low vision – a figure that can rise to 2.2bn people when accounting for those affected by farsightedness, who may experience similar challenges.
In recent years, QR codes have unlocked unparalleled access to rich, dynamic data and have been adopted across industries for multiple use cases. In the packaging industry, 2D codes have helped bridge the gap between physical and digital product information, yet they have remained limited when it comes to providing comprehensive accessibility.
With Loftware BL.INK technology – a connected-packaging solution that wraps existing QR and virtual information in user-friendly digital layers that work seamlessly with readers – and Zappar’s immersive reality expertise, it is now possible to integrate advanced, rich digital information directly on the packaging of existing products.
Each product can now carry unique information for people with visual impairments, available via widely used assistive apps. Brands don’t need to change their infrastructure and end users can access the experience through tools that already feel familiar to them.
Transforming QR Codes into infinite engagement points
The technology allows people with visual impairments to access audio guidance, large-format text, product instructions and allergen alerts – in any language and adapted for the device they are utilising – through tools they already rely on, such as Seeing AI or Be My Eyes.
Beyond this, the same QR codes simultaneously support supply‑chain traceability, consumer engagement and GS1‑compliant labelling – creating a single, future‑ready code that works across all stakeholders and is compliant with emerging regulatory needs worldwide (GS1 Sunrise 2027).
With GS1 indicating that by 2027, EAN/UPC barcodes will be replaced by 2D codes such as QR codes, brands are under increasing pressure to transition to connected packaging that supports richer, dynamic product information. The collaboration between Zappar and Loftware offers a practical, compliant pathway for organisations preparing for this shift.
Making accessibility a priority and a key differentiator
Inclusivity is rapidly gaining traction among major consumer brands. Unilever has already deployed accessible QR codes across 35 brands and more than five billion packs globally, with others such as Nestlé, Bayer and Diageo following suit.
With more regulations to come, FMCG manufacturers are increasingly being challenged to keep ahead and prioritise connected packaging that supports a 360-degree overview of product information and lifecycle – for end users, stakeholders, shareholders and third-party suppliers. The possibilities for differentiation are endless.
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The full breakdown of this partnership, including practical implementation steps and real‑world brand examples, is available on Loftware’s website:
Bringing accessibility to the forefront of QR code experiences