Markem-Imaje, a global provider of product identification solutions, packaging intelligence, and connected product solutions, invites FMCG brands and retailers to discover the benefits of GS1 Digital Link at PACK EXPO Las Vegas. At stand W-2010, Markem-Imaje experts will demonstrate how the next generation of QR codes can enhance production efficiency, improve supply chain transparency, streamline inventory management and boost brand loyalty.

Since the US FDA extended the deadline for compliance with its final food traceability rule (FSMA Rule 204) to July 20, 2028, companies have a longer runway to consider solutions that can scale with their business. Markem-Imaje’s Digital Link offerings range in scope, allowing brands to select the buildable implementation that works for their operations. This approach enables companies to expand their use of Digital Link at a pace that works for them, especially as they work side-by-side with retailers to navigate tariff uncertainty.

The Digital Link, powered by GS1 – a global organization for data compliance, is the next evolution of barcode technology. It connects the GS1 application identifiers for a specific product, such as the Global Trade Item Number (GTIN), batch number, best-before date and serial number, to the internet. The Digital Link enables real-time access to both B2B and B2C information. From traceability and authenticity to sustainability data and e-commerce links, the GS1 Digital Link barcode transforms packaging into a digital gateway, delivering value across the supply chain.

“The GS1 Digital Link barcode connects brands, retailers, and consumers in a powerful ecosystem, unlocking new possibilities,” says Viktor Hermansson, marketing director at Markem-Imaje. “While 1D and 2D barcodes will co-exist for some time, our mission is to support industry players through this transition with ease—from compliance to genuine consumer engagement.”

All data in one place 

Today’s packaging is often cluttered with multiple codes—a 1D barcode for POS and separate QR codes for promotions or consumer engagement programs. This creates confusion and inefficiencies. The GS1 Digital Link consolidates this into a single QR code that supports POS systems while enabling dynamic digital content. The result? Simplified packaging, reduced complexity, and enhanced scalability.

• Retailers benefit from POS compatibility, inventory accuracy, waste reduction, and dynamic pricing. 
• Consumers gain instant access to product details, sustainability credentials and offers.
• Brands streamline traceability, regulatory compliance, and recall management.
• Marketers unlock personalized content, real-time engagement and first-party data.

Build consumer trust with connected packaging

The GS1 Digital Link creates a direct connection with the consumer. One scan can deliver a fully branded, interactive experience, including ingredient origins, nutritional information, certifications, batch and expiry data and more. Brands can enrich this experience with recipes, loyalty rewards, recycling guidance and e-commerce promotions, turning each package into a powerful engagement tool.