The Barcode Is Changing. Is Your Packaging Ready?

A Small Square Replacing Half a Century of Stripes

The linear barcode has been on products since 1974. For most of that time, it has done one job: holding a product identification number that a till can read. GS1 Sunrise 2027 is changing that.

GS1 Sunrise 2027 (known in the UK as Ambition 27) is a global initiative requiring retailers and brand owners to move from traditional 1D barcodes (the familiar striped EAN and UPC codes – European Article Numbers and Universal Product Codes) to 2D barcodes by the end of 2027. A 2D barcode, whether a QR code or a Data Matrix code, stores data both horizontally and vertically. That means it can hold far more than its predecessor – there are up to 7,000 numeric characters in a QR code compared to the 13-character limit of a standard EAN.

In practice, one small code can now contain product descriptions, batch numbers, expiry dates, allergen data, sustainability and recycling details, country of origin and promotional offers, along with a direct link to a brand website or campaign. For retailers, it also supports inventory management and supply chain traceability. A single scan can give logistics teams, retail staff and the customer in the aisle access to the full product record, all from the same code.

Where Things Stand Now

Major retailers are already upgrading their point-of-sale systems and scanners to read the new format. In April 2026, Tesco became the first UK supermarket to move an entire own-label range to QR codes and Data Matrix codes under GS1 standards – starting with sausages! 13 varieties of their own-brand sausages. Others are at various stages of the same process.

During the switchover, both formats will appear on the pack together. A product will often carry a traditional barcode alongside the new 2D version so it can still be scanned at tills that have not yet been upgraded. Once the majority of checkouts can process 2D formats, the older code can be phased out. For brands, acting now means managing the change on their own terms rather than in a rush at the last moment.

Two Deadlines, One Design Review

GS1 Sunrise 2027 arrives at the same time as another development affecting how products are labelled and presented. The UK Deposit Return Scheme (DRS), which requires consumers to pay a small deposit on single-use drinks containers (refunded when the empty packaging is returned), is coming into effect around the same period, officially scheduled to go live on 1^st October 2027. Labels and printed materials will need to include DRS requirements.

Rather than running two separate design projects, brands can address both at once.

• Including DRS requirements within the same 2D code removes the need for two separate codes on the pack.
• Handling both updates in one design review and approval round saves time and cost, particularly for brands managing several product lines or variants.

There are placement rules to observe. When a product package features both a traditional 1D barcode and a new 2D barcode, the 2D code must sit within 50mm of any other barcode, and ‘quiet zones’ (the clear areas surrounding the code, free from any other print) must be maintained so the code reads accurately.

These are technical requirements that need to go into the artwork brief from the outset rather than being added in later.

Where Digital Printing Fits In

Not every brand will want to commit to a full production run while the industry is still mid-switchover. Some will want to test the new format on a smaller quantity before scaling up. Others use seasonal ranges, promotional designs or product variants that change too regularly to justify ordering in large volumes.

Digital printing is well suited to this kind of work. Unlike conventional methods that require separate plates for each version (making short runs costly), digital printing allows different designs, codes and variable data to be produced in a single run. Each item can carry something different (a batch number, a unique QR code or an expiry date) and all output can maintain the same standard without stopping the press between versions.

At iQ Digital House, our digital flatbed printers can print directly onto box board for short runs, without large minimum quantities. We also produce labels, whether for boxes, tags or products themselves. One run can include multiple versions, which suits brands managing regional editions, seasonal lines or promotional variants alongside their core range.

Variable data printing, where every item in a run carries its own unique information, is part of how we work. Whether it’s a unique QR code on every label, a batch number that updates across the run or an expiry date printed item-by-item, all this is handled in-house.

More Than a Compliance Exercise

The arrival of 2D barcodes is not only an operational requirement – it is also an opportunity to do more at the point of sale than was previously possible.

A code linked to a brand website or campaign page creates consumer engagement opportunities that a traditional barcode could not offer. Scan-to-win competitions, nutritional content, sustainability credentials, recipes and brand stories can all sit one scan away. Display units in-store can show a code that customers use from a distance, without even picking up the product.

Some brands have already been using 2D codes for a few years, to run limited-edition campaigns, directing shoppers to exclusive content or time-limited offers. Others are responding to consumer demand for transparency, linking directly to sourcing information, carbon footprint data or production details that would not fit on the label. For food and drink brands in particular, the ability to make allergen and ingredient content easier to find has practical benefits beyond marketing.

The codes also give brands a way to keep talking to customers after the product leaves the shelf. A seasonal promotion or a new campaign can be activated simply by updating where the code points, something that was not possible with a traditional barcode. Point-of-sale materials will need updating too, as shoppers get used to using their phones rather than just reading the label.

We can help with point-of-sale design and production alongside label and print work, so the messaging stays consistent across the retail space.

Getting Started

For brands, the first steps involve identifying which products need updated artwork, deciding what information to include, agreeing on the right format (QR or Data Matrix) and testing before committing to a full run.

Our in-house design team can also support brands that need help updating artwork or testing how codes could sit within existing packaging layouts.

For those working with short-run or variable print jobs, or wanting to try out the new format before a wider rollout, definitely consider digital printing. If you are reviewing your packaging ahead of GS1 Sunrise 2027 or want to understand what short-run digital printing can do for labels and boxes, get in touch and we will be happy to talk things through.