L&NW caught up with Gary Peterson, senior account manager, Variable Data Printing Solutions at Domino, to learn about the brand new K300 digital UV inkjet printer, which was released at Labelexpo Americas 2024, as well as Sunrise 2027, an initiative from GS-1 that will affect every converter, brand owner, and consumer.

L&NW: Where can we start with the trend toward variable data?
GP: I want to give converters a glimpse into the future as to how variable data might affect each and every label they produce, and also introduce them to the new exciting product that Domino has added to our portfolio of monochrome variable data solutions. By variable data printing (VDP), we are referring to changing any element within the label – a serial number, text, linear barcode, 2D matrix, or QR code. The applications for VDP continue to expand every year. They include the ability to track and trace products, food safety, anti-counterfeiting, logistics and reverse logistics, and now it is going to have an impact at the actual point of sale, as well. There is a change coming to the way the UPC (Universal Product Code) is going to be used in the marketplace. The UPC is a global standard linear barcode format and will be evolving to a QR code format. The UPC is also referred to as GTIN (Global Trade Identification Number). The UPC barcode in its linear format has been around for a long time – 50 years. However, as technology has changed, brand owners and retailers want to take advantage of those technological changes, especially with an initiative called Sunrise 2027.

L&NW: What is Sunrise 2027?
GP: Sunrise 2027 is a global initiative to move the linear barcode to a QR code format by the year 2027. This evolution is going to change the way converters print labels for their customers. By the year 2027, retailers have committed to have the scanning equipment to accept the new QR code format, and with that, brand owners and manufacturers are going to have the ability to add in additional information other than just the pricing and inventory information in the products they sell. Additional unique information, such as serial numbers, date and lot codes, promotional information and other variable information, will be put into the UPC QR code without taking up additional real estate on the label.

L&NW: What impact will that have?
GP: Imagine the power of these new unique codes. First, at point of sale, the retailer will have the same benefits they have today for pricing and inventory control, but they will get additional functionality. If their product has a unique number, such as a serial number, the retailer and consumer would know if a product was expired or recalled at the point of sale, thus reducing the chance for customer dissatisfaction and avoiding costly or potentially deadly health issues. The manufacturers will benefit because they can now use the code to track and trace the product throughout their logistics cycle. So, if there is a product recall, they would be able to identify it down to the unit of the sale and certainly warn the public. And it might even help them in their sustainability efforts, too.

Now imagine what it does for the consumer with the use of a smartphone. I could scan the product and understand additional nutritional and allergen information. I would understand the “best by” or expiration date. There’s a lot of power that’s going to be in this code.

L&NW:  What does this mean for converters?
GP:The brand owner is going to want to unleash the power of this new code and the ability to add that additional data information. This will make every label variable and unique in that it will have to have its own identifier or number. The brand owner is going to understand the benefits from this, and they’re going to look to you, the label converter and the packaging converter, to help them take advantage of these changes. And the brand-new Domino K300 is a great solution to help with this. 

L&NW: What can you tell us about the Domino K300?
GP: With its 2.1″ print window, the Domino K300 is a perfect alternative for “wide web applications,” where only small amounts of VDP are required such as the UPC barcode in QR format. It could be used in a potential late-stage differentiation business model where you would have pre-printed labels, but you could put the final variable information on a “just in time” basis for your customer.

At Labelexpo Americas 2024, we were simulating a “wide format” application, and the K300 was producing the UPC in its current linear and future QR code format. We were also scanning, verifying, and grading the barcodes that were being printed by way of our sister company Lake Image’s Discovery Verification system. Domino prides itself on offering complete turnkey solutions to our customers. The addition of our verification systems will ensure you and your customers have valid, scannable codes throughout the entire lifecycle of their products. So, we are focused on getting ahead of the future – now.