CO-OP OPTS FOR BRAILLE LABELS

Published: 23 July, 2008

The Co-Op claims to be the first major retailer to have braille labels on its own-brand alcoholic drinks. The initiative has been welcomed by the Royal National Institute for the Blind (RNIB), which represents more than one million blind and partially-sighted people in the UK. In March, the Co-Op became the first retailer to introduce braille on medicines. In doing so, it had to ensure that the legibility of the existing print was not distorted by the braille lettering, and that the braille could withstand the production process, packaging method and transport to store. The braille introduction coincides with the launch of the Co-Op's five year old whisky and a triple distilled vodka, both retailing for 9.99. Kay Wheelton, head buyer for beers, wines and spirits for 1,900 Co-Op stores, said: We are already planning to put it on other products within our own-label range.' Julianne Marriott, the RNIB's campaigns officer for accessible information, said: We welcome the Co-Op's initiative and hope that other supermarkets will follow. The RNIB is calling for braille and large print labels on all products in all shops.'

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