The barcode was first scanned in 1974, and that technology is set to undergo another change by 2027. Eric Ferguson, market development leader, Avery Dennison, and Gary Peterson, senior account manager, Variable Data, Domino, explored the ramifications of upcoming barcodes changes as part of Sunrise 2027 during FTA FORUM INFOFLEX, held May 4-7, 2025 in Pittsburgh, PA, USA. The UPC barcode going will venture into a new format, which will increase brand owner capabilities.

Best known as the recognized source for UPC barcodes, GS1 is a not-for-profit, technology-neutral body known for developing and maintaining standards for barcodes. GS1 enables unique product identification and supports supply chain transparency. It is also responsible for maintaining global standards like GTIN and UCC.

“When we talk about Sunrise 2027, it’s not just an aspirational idea,” stated Ferguson. “It’s something we are moving toward with a target date. This is the shift from linear barcodes to 2D barcodes or QR codes. The purpose of QR codes for Sunrise 2027 is to move barcodes from a 1D format to 2D content to give additional content to consumers at the point of sale.”

Consumer benefits

For consumers, new barcodes can provide more content and information about the brand. Recipes, coupons, company initiatives and more can all be ascertained with this new technology. For businesses, brands will not be required to change their packaging, since the barcode will include a plethora of information.

“The new changes allow labels and packaging to potentially become less cluttered,” explained Peterson. “You can put information in that real estate that you never could’ve fit on the label. You’ll be able to put additional information into each QR code, which now makes each code unique and a variable data label. 2D barcodes can hold a lot more information, especially when variable.”

The goal is for brands to deliver smarter, data-rich retail experiences. According to Peterson, there will not be a steep adjustment period. “I think the transition will take place quickly, especially as brand owners realize the value in a number of different areas,” commented Peterson. “It’s easier to work around the power of standards than if it’s proprietary.

“You have the ability to enhance barcodes with web links – essentially embedding a URL in the syntax of GS1,” adds Peterson. “Now barcodes have the ability to connect to the web. The idea is once we transition over to a 2D barcode, every package will be connected. We’ll all be in the connected packaging industry.”

Brand Protection

Engagement can occur with the POS system. For example, automation can happen at checkout to discount products close to expiration. A more transparent supply chain can unearth product information more quickly. There are potential benefits for customs and border protection, too.

Product recalls can occur within a certain serial number, which can lead to massive payback for the brands. If an item needs to be recalled, the products can be isolated within a certain batch of serial numbers.

“If a product was recalled, consumers could even be contacted personally – telling them not to use that product,” remarks Peterson. “This is really powerful, and it’s about establishing the value for the brand owner. When you engage with brand owners, you can showcase the value of that code.”

According to Peterson, the average estimated cost of food recall is $10 million. By lowering that number to $2 million, retailers can benefit significantly. Now, retailers can more accurately track the item through the supply chain.

“The QR code can include information that promotes interaction with the product even more,” adds Ferguson. “Brand owners will love this because you’re constantly touching their products. You can see there are a lot of needs and uses for this technology. One single code can solve a lot of business problems.”

Digital Product Passports

A digital products passport (DPP) is defined  as a digital record containing information about a product’s lifecycle, from its origin to its eventual disposal. New laws in Europe apply to certain market segments such as electronics, batteries, textiles. An identifier is permanently affixed to the product about how to use, dispose, and/or recycle the product. This can be accomplished through a QR code, RFID tag, or water mark.

“Digital really is a complementary technology, it’s not a threat,” noted Peterson. “You’re going to see digitization on the flexo side, because brand owners are going to ask you for these capabilities. This can be printed on flexo presses with inkjet technology. You want to adopt technologies that can print these unique codes. Variable data printing within the label and package industry has been used for many years, and we’re gearing up for the shift in 2027.

“You have to ask yourself where you want to be in your decision tree with your customers: do you want to react to them or act with them? I think brands will want to step in sooner than maybe they have in the past,” concludes Peterson.