The collaboration with the app will incorporate QR codes on the packaging of ten of Barilla's classic pasta products to improve accessibility for those in need of visual assistance

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Barilla has partnered with Be My Eyes to add QR codes to its pasta offerings. (Credit: Gerd Altmann from Pixabay)

Italian food company Barilla has partnered with Be My Eyes, a platform that connects blind and low-vision people with sighted volunteers and companies, to add QR codes to its pasta offerings and assist visually impaired customers.

The collaboration with the app will incorporate QR codes on the packaging of ten of Barilla’s classic pasta products to improve accessibility for those in need of visual assistance.

The new QR codes will begin to appear this month on the package of Barilla Classic Penne, Spaghetti, Farfalle, Rotini, Rigatoni, Tri-Color Rotini, Thin Spaghetti, Fettuccini, Angel Hair and Linguine.

Barilla Americas Human Resources vice president Laura Birk said: “Ensuring our consumers have access to quality resources that allow them to better understand our products is incredibly important.

“Be My Eyes has proven to be a helpful and important resource for pasta shoppers, supporting Barilla’s mission to make our products widely accessible to all.

“We are excited to be on the cutting edge of developments in our industry to increase accessibility for individuals with visual assistance needs.”

According to Barilla, customers can quickly connect to Barilla specialists using the Be My Eyes app by scanning the QR code on top of the Barilla pasta box with their smartphone’s camera.

Once there, they can inquire about whatever visual information they need, including expiration dates, information on pasta cuts, recipes, and cooking directions, the food company added.

The app also has a specialised help feature, so that blind and low-vision users can connect with the firm’s representatives for accessible customer support.

Be My Eyes founder Hans Jørgen Wiberg said: “Every day, thousands of people with visual challenges rely on Be My Eyes to live their lives independently.

“Barilla is taking an unprecedented step to support their blind/low-vision customers by adding QR codes to their packaging.

“No matter the question, Barilla is one scan and click away from providing visual assistance to consumers.”

Last year, both firms partnered to enable shoppers to connect with Barilla experts directly through smartphone cameras.