Fruit Shoot Fosters Neuro-inclusion with National Autistic Society Partnership
In line with EU legal requirements, Britvic, the owner of Robinsons Fruit Shoot products, will begin to roll out 'tethered sports style' bottles in 2024. In making this change, the business recognised that the development will have more impact on some consumers than others, and partnered with the National Autistic Society to communicate about the upcoming packaging change. In so many ways this is an example of neuro-inclusion done right, as they have recognised and addressed that change can have a significant impact on some of their neurodivergent consumers.
Some neurodivergent individuals may have challenges adapting to such changes, as change can result in feelings of uncertainty, stress and loss of control. Individuals who have a strong preference for routine can also experience feelings of distress when unexpected changes occur.
Britvic have taken action to help their consumers manage this change, and have listened to and learned from their consumers feeding back on previous developments. In 2021, after changing their bottles from coloured to clear plastic, Britvic received feedback from some consumers about the impact the change would have. So this time in a proactive manner, the organisation have set out to provide information in advance. They haven't just provided a tiny caveat on their website however, instead providing a full resource pack including a variety of formats to communicate the change. Some parents who contacted the brand in the past have even received emails notifying them of the change.
Photo Credit: Britvic / Fruit Shoot
Receiving advance notice about product changes is beneficial for consumers who may face challenges with adapting to change, as this offers an opportunity to access information in advance, to ask questions, and to talk through what will be happening. This also allows time for positive affirmations and visualisation about the upcoming design, and time for trials and new habit forming as the updated product packaging is phased in.
It's great to see neuro-inclusion being made part of business processes, and this development highlights the importance of considering neurodivergent consumers and fostering neuro-inclusivity.
To learn how Lexxic can support your organisation to develop and deliver more neuro-inclusive and accessible products and services to your neurodivergent customers, get in touch with one of our team today to talk about our Products and Customer Services Audit.
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