Co-op to extend braille labelling to food range

The Co-op is targeting the UK's 2m blind and partially sighted people with the rollout of on-pack braille on more than 300 own-brand food lines.

The supermarket pioneered the use of braille on packaging for selected medicines after two years of development in 2001. It then extended the labelling initiative to include its own-label alcohol.

Over the next few months, braille labelling will be introduced onto its chilled and ready meals, meat and poultry, bakery products, biscuits, desserts and pet food. The price of these products will not be affected.

The Co-op is signed up to the Guide Dogs for the Blind Association's high-street charter, which allows blind and partially sighted people greater independence while shopping.

The charter advises retailers on ways to assist the blind, such as explanations of store layout, store guides and help with packing shopping.

Co-op is to train its food staff on the new labelling and the Guide Dogs for the Blind charter, which is also being adopted by the company's high-street pharmacy business nationwide.

Separately, the supermarket has revealed that it is to double its own-label premium range to 25 products this week in line with similar expansion from rivals Tesco and Sainsbury's.

The Truly Irresistible sub-brand was created last year to help the Co-op's move upmarket from its image as a convenience retailer.

Market Reports

Get unprecedented new-business intelligence with access to 北京赛车pk10’s new Advertising Intelligence Market Reports.

Find out more

Enjoying 北京赛车pk10’s content?

 Get unlimited access to 北京赛车pk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content