GS1 Sunrise 2027 marks a significant change in how product information can be communicated and utilised on product packaging and throughout the supply chain. The new generation of GS1 2D barcodes can contain considerably more information than traditional EAN barcodes. This creates new opportunities for businesses in areas such as traceability, waste reduction, recall management and consumer communication.
The change also affects production and product marking. Businesses need to assess whether their existing marking solutions are suitable for producing 2D barcodes and what changes the transition may require on production lines.
What is GS1 Sunrise 2027?
GS1 Sunrise 2027 is a global transition initiative aimed at ensuring that, by the end of 2027, retail point-of-sale systems are able to scan and process GS1-standard 2D barcodes alongside existing 1D barcodes. In practice, this means moving from the use of traditional EAN barcodes towards the wider adoption of GS1-standard 2D barcodes.
This is not simply a technical change to barcodes. It is part of a broader development towards digital product information, improved traceability and greater supply chain transparency. By including more information in a single machine-readable code, the same barcode can be utilised at different stages of the supply chain and for a variety of purposes. GS1’s aim is for a single standardised barcode to support functions such as point-of-sale operations, logistics and traceability, as well as regulatory requirements, marketing and consumer communication.
The Sunrise 2027 initiative is progressing globally, with 2D barcodes already being piloted in dozens of countries. In Finland, KLINGER Finland is also piloting 2D barcode marking on the production lines of leading food companies.
Read more about the joint 2D barcode pilot by Fazer, S Group, KLINGER Finland and GS1.
What is a GS1 2D barcode and what information can it contain?
A GS1 2D barcode is a standardised two-dimensional barcode. Thanks to its two-dimensional structure, it can contain considerably more information than a traditional EAN barcode. A GS1 2D barcode can use either a DataMatrix code or a QR code. DataMatrix is well established in the pharmaceutical sector, while QR codes are used in grocery retail to also support consumer communication.
A traditional EAN barcode primarily serves to identify a product. A 2D barcode, on the other hand, can contain a range of information relating to the product, its manufacture and its supply chain in addition to the product identifier. This can include, for example, the GTIN, batch and serial numbers, production date and date information. With GS1 Digital Link, the barcode can also connect the product to additional information online, such as recycling and product information.
This means that the same barcode can provide information for several different purposes instead of requiring multiple separate identifiers on the packaging.
A key difference compared with a conventional QR code is the standardisation of the data. The information contained in a GS1 2D barcode follows the international GS1 standard, making the data consistent and enabling it to be utilised across different systems and at different stages of the supply chain.
1. One barcode can serve multiple purposes in the future
Today, product packaging may contain several different barcodes for different purposes. An EAN barcode is used for point-of-sale operations, while a QR code may be used for marketing and consumer communication. Packaging may also contain a company’s own internal identifiers.
GS1 2D makes it possible to combine multiple pieces of information in a single standardised barcode. This can reduce the number of separate codes required on packaging, save space and simplify printing. At the same time, marking management becomes clearer and the risk of errors is reduced.
2. Improved traceability
GS1 2D barcodes can significantly improve the level of product traceability. In addition to the traditional product identifier, information such as batch numbers, dates and serial numbers can be included in the barcode, enabling products to be tracked by batch or, where necessary, even at individual product level.
More detailed information helps businesses track a product as it moves through different stages of the supply chain and investigate potential deviations. It also supports quality management and makes complaints easier to investigate, as information relating to the product and its production batch can be identified more precisely.
Improved traceability therefore increases visibility throughout the supply chain and helps businesses respond more quickly when a product’s origin, production batch or movement through the supply chain needs to be established.
3. Reducing waste
Particularly in the food and grocery retail sectors, one of the significant benefits of GS1 2D barcodes is the more effective use of date information. When a product’s date information is included in the 2D barcode, it can be utilised more efficiently for product tracking and inventory management.
Date information can enable, for example, automated FIFO management, date-based inventory management, dynamic pricing and waste forecasting. Products approaching their expiry or best-before date can be identified automatically and, for example, marked down before they expire.
Using up-to-date date information helps businesses manage product rotation more effectively and reduce unnecessary waste. At the same time, information added to products during production can be utilised at later stages of the supply chain.
4. More efficient recalls
Improved traceability also provides tangible benefits in recall situations. Traditionally, recalls may affect a broad range of products if precise batch information is not readily available in systems.
When a 2D barcode contains batch information, recalls can be targeted more precisely at the products affected by the issue. This enables a faster response and can reduce the costs associated with recalls. At the same time, unnecessarily broad recalls can be avoided and consumer safety improved.
5. Better consumer experience and digital product information
A QR code using GS1 Digital Link syntax can connect a physical product to digital product information online while also providing a digital connection between the consumer and the product manufacturer. Consumers can scan the code with a smartphone to access additional information about the product.
The code can provide access to information such as user instructions, installation videos, origin and sustainability information, recycling instructions, warranty registration or product authenticity information. Depending on the online service, content can also be tailored based on factors such as the user’s language or location.
This means that not all consumer information needs to fit on the physical packaging. Some communication can be moved to digital channels, where more comprehensive information can be made easily accessible. In this way, a flexible digital information channel can be created around the physical product, offering new opportunities particularly for international business.
How do GS1 2D barcodes affect the supply chain?
The adoption of GS1 2D barcodes affects different parties throughout the supply chain, from manufacturers to retailers and logistics operators. The change is not limited to the barcode printed on the packaging; it also affects how product information is created, transferred, read and utilised at different stages of the supply chain.
Retail
From a retail perspective, it is essential to ensure that point-of-sale systems and barcode scanners are capable of processing GS1 2D barcodes. The Sunrise 2027 transition also requires consideration of system integrations and master data management so that the information contained in 2D barcodes can be utilised as part of retail processes.
In practice, preparation therefore means ensuring both the 2D compatibility of point-of-sale systems and the correct flow of the required information between different systems.
Manufacturers
For manufacturers, the transition to GS1 2D barcodes means changes particularly to packaging, product labels and production-line marking solutions. The suitability of existing marking equipment and technologies for producing 2D barcodes should be assessed well in advance.
At the same time, data transfer becomes increasingly important. As 2D barcodes contain more information, some of which may vary by product, data transfer between marking equipment and factory systems must be sufficiently comprehensive and take place in real time.
KLINGER Finland offers 2D Code Readiness Assessments for Marking Equipment as an expert service. The assessment evaluates the production line’s existing marking solutions, technologies and consumables in relation to 2D barcode requirements. It provides businesses with an overall picture of their current marking environment and the changes that the transition to 2D barcodes may require.
Logistics
In logistics, the benefits of GS1 2D barcodes are primarily related to more efficient product identification and more precise tracking. When more information about a product can be read from a single barcode, this information can be utilised at different stages of the supply chain.
This can speed up product identification, improve traceability and support logistics automation. At the same time, the need for manual handling and data transfer is reduced, helping to minimise the risk of errors.
Is your production line ready for GS1 2D barcodes?
GS1 Sunrise 2027 makes preparing for 2D barcodes increasingly relevant throughout the supply chain. Although the transition will take place gradually, businesses should already assess what it means for their own systems, packaging and production lines.
For manufacturing companies, one of the key questions is the readiness of their marking solutions. Can existing marking equipment produce the required 2D barcodes, and how well do the production line’s other solutions meet the new requirements?
KLINGER Finland helps businesses assess the current state of their production lines and prepare for the adoption of 2D barcodes. A 2D Code Readiness Assessment for Marking Equipment is a practical first step when you want to understand what the transition to GS1 2D barcodes means for your specific production environment.
Contact our experts to learn more about the 2D Code Readiness Assessment for Marking Equipment.
Come and explore GS1 2D barcodes and the product marking, quality control and automation solutions we will showcase at Food Industry 2026 in Tampere on 9–10 September 2026. Visit us at stand D140.
