We hosted a roundtable with leading brands, to discuss the transition to 2D barcodes and what it means for the industry. The conversation highlighted several common challenges brands are facing: ownership across the business, investment, and time.

These themes underscore that GS1 Sunrise 2027 is not just a technical change, it’s a strategic transformation requiring cross-functional collaboration and forward planning.

GS1 Sunrise 2027: Are you ready for the 2D Barcode Revolution?

GS1 Sunrise 2027 marks a pivotal shift in global supply chain standards: the transition from traditional 1D barcodes to 2D barcodes. Traditional 1D barcodes have been in use since 1974, but their limitations are now evident. In today’s data-driven, digital world, products require far more information than the 13-character Global Trade Item Number (GTIN) carried in an EAN barcode. GS1 – the organisation behind global business communication standards, recognises that linear barcodes like UPCs and EANs, while reliable for decades, are limited to basic product identification.

In contrast, 2D barcodes such as QR codes and Data Matrix can store far more information, including URLs, batch numbers, expiration dates, and even direct links to digital content. This capability empowers businesses to meet modern demands for richer data, improved traceability, and enhanced consumer engagement.

By 2027, GS1 envisions that all retail point-of-sale systems and non-retail healthcare environments will be ready to process 2D barcodes. But this isn’t just a technical upgrade – it’s about creating smarter, connected packaging that delivers transparency and value to both businesses and consumers.

What About 1D Barcodes? Don’t worry – 1D barcodes aren’t disappearing overnight, A widespread misconception is that linear barcodes will be banned in 2028. This is not the case, they will remain valid. The requirement to ensure readability applies only to POS systems, not to packaging. GS1 recommends a dual-marking approach during the transition period, meaning products will feature both a 1D and a 2D barcode until 2D scanning becomes fully supported. However, this creates its own challenge: limited space on packaging can make dual marking difficult, especially for brands with smaller formats or complex artwork requirements.

Why the push for 2D Barcodes? Two forces are driving this change: consumer expectations and supply chain complexity. Traditional 1D barcodes typically carry only a GTIN, limiting what can be accessed at checkout or across the supply chain. 2D barcodes, especially when powered by GS1 Digital Link, can carry that GTIN plus additional data and even connect directly to a brand’s digital ecosystem.

Why GS1 Sunrise 2027 matters

The move to 2D codes unlocks:

• Batch-level traceability for faster recalls and improved food safety.
• Consumer engagement through personalised landing pages, loyalty programs, and sustainability messaging.
• Data-driven insights for better inventory management and ESG reporting.

Early adopters view GS1 Sunrise 2027 as a strategic investment rather than a compliance cost. The expected return on investment comes from three key areas: building consumer trust through transparency, improving operational efficiency, and unlocking new marketing opportunities via connected packaging.

Our 5 phase approach to 2D barcodes:

Phase 1: Awareness

• Confirm GS1 Sunrise 2027 requirements.
• Communicate urgency across operations, marketing, product development, sustainability, and IT.

Phase 2: Assessment

• Audit current packaging and barcode formats.
• Map SKUs and prioritise high-volume products.
• Evaluate feasibility for dual marking (1D + 2D codes).

Phase 3: Planning

• Form a cross-functional steering group.
• Define governance and milestones.
• Engage retailers on barcode placement and data-sharing standards.
• Outline consumer experience objectives (personalised pages, loyalty hooks, sustainability messaging).

Phase 4: Implementation

• Pilot dual marking on a subset of SKUs.
• Update artwork and packaging templates.
• Incorporate sustainability and recycling instructions.
• Develop GDPR-compliant data capture protocols.

Phase 5: Monitoring

• Track scanning performance and consumer interactions.
• Collect feedback from retailers and consumers.
• Optimise strategies and update roadmaps regularly.

Next Steps

To stay ahead of GS1 Sunrise 2027 requirements, businesses should take immediate action. Start by aligning internal teams on SKU prioritization to identify which products need attention first. Next, initiate artwork feasibility checks to ensure packaging can accommodate dual marking without compromising design or functionality. Finally, engage retailers early to clarify barcode placement standards and data-sharing protocols, reducing the risk of last-minute surprises and ensuring a smooth transition.

GS1 Sunrise 2027 goes beyond compliance, it positions connected packaging as a powerful brand differentiator. By enabling features like allergen alerts, recycling instructions, authenticity checks, and loyalty rewards through 2D codes, brands can deliver richer consumer experiences and build trust. This is the future of packaging, and it starts now.