2. Barcode Revolation - How GS1 Sunrise 2027 will change the packaging?

The first product scanned with a UPC barcode was a pack of Wrigley's gum sold at a supermarket in Ohio in June 1974. The gum was chosen for the initial scan to demonstrate that even very small products could be marked with a barcode. And to mark its place in history, that small yet significant pack of gum is now on display at the Smithsonian Museum.

Since the first barcode technology, the familiar pattern of black lines has helped stores identify products quickly and reliably. Packaging has changed, but the basic function of the barcode has remained the same: to carry a number that informs the salesperson of the product's identity. As Otokod Technology, we experienced this first barcode revolution in the field by starting to develop software solutions for traceability with barcode technologies in 1990, and we are building the infrastructure for the second.

 The second barcode revolution is beginning in the retail sector. As part of GS1's Sunrise 2027 initiative, the goal is for retail checkout counters to be able to read and process GS1-compliant two-dimensional (2D) barcodes in addition to traditional barcodes by the end of 2027. These codes can support product identification, additional data, and links to online information.

This transition has already started to reach supermarket shelves.

Tesco, Nisan 2026'da kendi markalı sosis serisinde çizgisel barkodu tamamen kaldırarak yalnızca GS1 QR koda geçen ilk İngiliz zinciri oldu.

For brands selling through these types of stores, this is the time to start preparing. It doesn't mandate immediate transition for every supplier, but it shows that 2D barcodes are progressing from the testing phase to everyday retail use.

For brands, this creates an opportunity to make packaging more useful throughout the product's lifecycle. It also raises practical questions: What code should be placed on the packaging, what information should be added to the back, and when can the existing barcode be removed? Ask your customer about their plans and expectations. This conversation can shape your next packaging update and save you time preparing the code and product data before it goes to print.

What is Sunrise 2027 for Brands?

The main goal is to be ready at the point of payment: retail systems must be able to extract and process product identification from 2D barcodes in the supported GS1 standard.

This initial step doesn't require every brand to offer every possible feature simultaneously. A retailer could initially use a code for product identification, then develop additional uses for batch numbers or expiration dates. A brand could start by directing customers to a product page before adding instructions, a recycling guide, or other content.

A QR code using GS1 Digital Link is particularly important for consumer-facing packaging because it can carry the product's identity and link smartphone scanning to online information.

The content of the QR code is essentially a web address:

https://id.gs1.org/01/08690000000005/10/LOT123/17/271231. Here, 01 indicates the product's GTIN (current barcode number; 869 is the Turkish prefix), 10 indicates the batch/lot number, and 17 indicates the expiration date (YYAAGG: December 31, 2027). A standard QR code that redirects to a website does not automatically provide the standardized authentication needed during payment.

What changes will there be for consumers and producers?

Today, the package includes a barcode for payment and a separate QR code for customer information. As payment systems become more 2D-compliant, a GS1 Digital Link QR code could potentially serve both purposes: identifying the product and directing customers to online content, usage instructions, recycling guides, or other information.

This will give brands more flexibility in the information they share. While printed code can remain on the packaging, online content can be preserved; this allows for the evolution of guidance and links without changing the packaging design.

That's exactly what the DPPVisa Smart QR tag is for. We use the DPP infrastructure, or GS1 Digital Link, to associate product information that brands can manage online with packaging; so the QR code becomes part of an ongoing product information database instead of a one-off campaign.

Revise your packaging accordingly and be future-proof.

Future is coming fast:

1. If you are a supplier producing private label products for US, UK, and EU supply chains, this request will come directly to you from the buyer.

2. Under ESPR, the DPP data carrier must be linked to the unique identifier of the product, and GS1 Digital Link is the de facto standard for this. Preparing for DPP with barcode transition means not doing the same job twice.

3. PPWR packaging labeling obligations are coming into effect in 2028 and beyond, paving the way for digitally supplementing sorting labels with QR codes. Packaging designed today could still be on shelves then.

Adding a 2D code to packaging is an opportunity, but it's different from simply finding space for another barcode.

Design, product data, print production, and retail teams must agree on what the code will include and how it will be used. A code linked to a product's GTIN (Global Trade Item Number) can be part of standard graphic design. Adding batch or expiration date information may require the code to be created and printed during production once these details are known.

Where linear and 2D barcodes appear together, their placement must comply with GS1 guidelines and retailer requirements. Addressing these questions prior to design approval can reduce the risk of revisions to a newly printed package.

What does the GS1 QR code have to do with DPP?

The GS1 Digital Link QR code can provide access to a Digital Product Passport, linking the physical product to its digital information.

This makes the barcode transition a useful time to organize product data. Once brands have established product identity and customer information, they can develop materials, traceability, supporting documentation, repair manuals, and end-of-life instructions as needed.

At DPPVisa, we help brands enhance the information behind their Smart QR labels. However, generating a code alone doesn't create a complete or compliant Digital Product Passport. The required information and systems depend on the regulations applied to your products. The same principle applies to packaging contents: while online information can expand the label, the information legally required to be on the physical packaging must remain there.

Start with a clear goal.

Choose a product whose packaging will be updated soon and for which the customer needs useful information. Verify the product identifier, consult with the retailer, and decide what the customer should find after scanning.

Identify the person responsible for protecting this information. Instructions, links, and recycling guides, just like printed packaging text, require a responsible party. Then, test the code on the final packaging before rolling it out to the product range. Customer interaction data can help you improve the online experience throughout the process. Starting early gives brands the opportunity to make these decisions as part of the normal packaging development process.

 With us, you can start with the knowledge you already have and develop it over time.

For a free Smart Digital Link readiness assessment for your first product: https://www.dppvisa.com/contact

Sources:

• Tesco haberi: https://greenretail.world/2026/04/17/first-of-many-tesco-is-first-uk-grocer-to-replace-barcodes-with-qr-codes-on-a-full-range/

• GS1 2D in Retail manual: https://ref.gs1.org/guidelines/2d-in-retail/

• Youtube video for GS1 Digital Link: https://www.youtube.com/watch?v=nq0qp5r97KQ