2D codes are set to become one of the main methods of product identification in the coming years. Compared to traditional linear barcodes, technologies such as QR codes and GS1 DataMatrix allow for much more information to be included in a smaller space and connect the physical product to data on traceability, lot numbers, expiration dates, ingredients, instructions, sustainability, and consumer information. Their implementation, however, requires an overhaul of both printing systems and the equipment used for scanning, verification, and data management on production lines.
From Traditional Barcodes to 2D Labels
For decades, the EAN barcode has been a staple for identifying products, managing inventory, and automating the checkout process. Its main limitation is that it stores a relatively small amount of information, typically focused on identifying the product using its GTIN.
Two-dimensional codes, or 2D codes, greatly expand these possibilities.
Instead of storing information solely in a horizontal format, as with a conventional barcode, they use a graphic matrix that allows for the storage of much more data in a small area.
Among the most widely used technologies are:
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QR Code.
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GS1 DataMatrix.
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Data Matrix.
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Other standardized two-dimensional codes for specific applications.
GS1 currently identifies the QR Code—based on GS1 standards—and the GS1 DataMatrix as the leading technologies set to play a key role in this evolution. Both allow for the inclusion of the GTIN and additional data, such as lot number, expiration date, or serial number.
The change, therefore, is not simply a matter of replacing a bar graph with a square. It represents a step toward a much more informative way of identifying the product.
What kind of information can a 2D code contain?
One of its main advantages is the ability to combine static and variable information.
Depending on the application, a 2D code may contain or provide access to data such as:
- Product Identification
- GTIN.
- Commercial reference.
- Serial number.
- Production Information
- Lot number.
- Date of manufacture.
- Best-by date.
- Expiration date.
- Logistics Information
- Traceability data.
- Identification of logistics units.
- Information related to shipments.
- Consumer Information
- Ingredients.
- Allergens.
- Additional nutritional information.
- Origin.
- Instructions for Use.
- Information on recycling.
- Certifications.
- Information on sustainability.
One of the technologies that makes it possible to implement this last feature in particular is GS1 Digital Link.
GS1 Digital Link enables the use of GS1 identifiers as a link between the physical product and various digital sources of information. Thus, a single code can be used by internal supply chain systems while simultaneously allowing consumers to access product-related information via their cell phones.
Sunrise 2027: The International Push Toward 2D Codes
One of the main drivers of this transformation is the international initiative promoted by GS1, known as Sunrise 2027 or Ambition 2027.
The industry’s goal is for retail point-of-sale systems to be able to read and process GS1-standardized 2D codes, in addition to the current barcodes, by the end of 2027.
This does not mean that the traditional barcode will automatically disappear in 2027.
During a transition period, it will be common to find products that feature both 1D and 2D codes while manufacturers, distributors, and retailers update their systems. GS1 expressly acknowledges that this coexistence will continue for some time.
For the manufacturing industry, however, 2027 is an important milestone when it comes to planning new investments in labeling, printing, machine vision, and traceability.
Is there a regulation that requires the use of 2D codes?
Currently, there is no general requirement stipulating that all food products sold in Spain or the European Union must replace their bar codes with 2D codes.
It is important to distinguish between industry standards, market initiatives, and legal obligations.
With regard to food, Regulation (EU) No. 1169/2011 continues to stipulate that mandatory nutrition information for prepackaged foods must appear directly on the package or on a label attached to it, except in cases expressly provided for by the regulation. In addition, it must be visible and clearly legible.
Therefore, a QR code cannot currently be used in general to hide or replace all the mandatory information on the label.
There are already sector-specific exceptions. For example, certain European regulations regarding wine allow for the electronic submission of specific nutritional information and the list of ingredients, under certain conditions.
The PPWR also introduces digital information carriers
The use of digital codes is also beginning to appear explicitly in European packaging regulations.
Regulation (EU) 2025/40 on packaging and packaging waste (PPWR) provides for the use of a QR code or another standardized and open digital data carrier in certain cases.
For example, the Regulation establishes specific requirements regarding the labeling of certain reusable containers and the ability to use these systems to provide information on their reuse, available systems, collection points, or tracking of container turnover.
This points to a clear regulatory trend: over the next few years, packaging will gradually evolve into a physical medium connected to digital information.
Advantages of 2D Labeling
The adoption of these systems can bring significant benefits to manufacturers, distributors, and consumers.
1. Greater traceability
Including lot numbers, dates, or other identifiers allows for much more accurate tracking of the product throughout the supply chain.
In the event of a food safety incident, this level of detail can help identify the affected products more quickly and limit the scope of a potential recall.
2. More information in less space
A 2D barcode can store much more information than a linear barcode while remaining relatively small.
This is particularly useful for small containers or products where the surface area available for labeling is limited.
3. Information that varies by product
Modern printing systems make it possible to generate unique codes for each product.
This opens up possibilities related to:
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lots
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dates
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serialization
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traceability
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production control.
The label is thus no longer just a static element.
4. Better management of expiration dates
When the code includes information about expiration dates or best-by dates, warehouse and distribution systems can use this data to improve product turnover.
Systems can even be developed that prevent the sale of certain expired products when this information is processed directly at the point of sale.
5. Greater communication with consumers
A QR code based on GS1 Digital Link can serve as a gateway to digital information that is much more extensive than what is physically available on the label.
The manufacturer can provide information about the product’s origin, sustainability, instructions, recycling, or features without overloading the packaging with graphics.
6. Improved ability to automate controls
2D codes can be combined with machine vision systems installed directly on the production line.
A camera can automatically check:
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presence of the code
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readability
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position
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print quality
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data structure
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matching of product and code.
This reduces the need for manual checks and helps detect errors before the products move on to the packing or shipping stages.
There are also drawbacks and challenges associated with 2D barcodes
The transition to 2D labeling is not without its challenges.
1. The Need to Adapt Equipment
Not all existing printers, scanners, or vision systems are capable of generating and verifying 2D codes at the required speeds.
In some cases, it will be enough to update the software or install new scanning systems; in others, it will be necessary to replace certain pieces of equipment.
2. Higher standards for print quality
A code that contains accurate information but is illegible is of little use.
Therefore, aspects such as the following must be monitored:
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print resolution
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contrast
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cell size
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white space around the code
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ink or ribbon
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substrate characteristics
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print speed.
3. IT Integration
One of the main challenges is often hidden behind the label itself.
If each unit requires a different code, the printer must receive properly synchronized data from the ERP, MES, databases, PLC, or other production systems.
Data management is becoming just as important as printing itself.
4. Compatibility During the Transition Period
Over the next few years, 1D and 2D barcodes will coexist.
This means we must verify that distributors, logistics providers, customers, and retail locations can correctly interpret the new codes before relying exclusively on them.
Verifying the code will be just as important as printing it
The implementation of 2D codes should be viewed as a comprehensive system.
It’s not enough to simply install a printer capable of producing the code.
A data set designed to handle variable data should involve a process consisting of:
Data generation → printing → reading → verification → rejection of defective products → recording of information.
Vision systems can verify each code immediately after it is printed.
When an illegible, incorrect, or misassigned code is detected, the system can trigger an alarm or automatically reject that unit.
This automatic verification is particularly useful on high-speed lines and in industries where labeling errors can lead to product recalls, customer complaints, or compliance issues.
How do you start implementing 2D codes on an existing production line?
For a manufacturing company, the transition should not necessarily begin by replacing all of its machinery.
A reasonable strategy would be:
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Determine what information needs to be included in the code.
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Select the appropriate standard, such as a QR Code with GS1 Digital Link or GS1 DataMatrix.
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Analyze the current printing and labeling equipment.
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Check the scanning and machine vision systems.
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Define how the ERP, PLC, printers, and control systems will communicate with each other.
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Evaluate the label or packaging material and the appropriate printing technology.
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Conduct testing on a specific line or model before general deployment.
A pilot project makes it possible to determine the actual quality of the code at different production speeds and to detect potential integration issues before rolling out the system to the entire product line.
Prepare the labeling lines today for the coming years
The shift from traditional barcodes to 2D codes represents much more than just a change in the way products are identified.
This represents a step toward connected production lines, dynamic labels, and products capable of carrying and sharing more information throughout their entire lifecycle.
The transition will be gradual, but manufacturers and distributors should keep this in mind when upgrading their current printing, labeling, scanning, or machine vision systems.
Choosing equipment that is ready to handle 2D barcodes, variable data, and verification systems can help you avoid new investments in just a few years and make it easier to adapt to both GS1 standards and future regulatory requirements.
For companies that use automated filling, packaging, and labeling lines, the challenge will not simply be to print a 2D code, but to ensure that the correct data is applied to the correct product, that it can be verified automatically, and that it remains legible throughout the supply chain.
If you need to incorporate 2D labeling on your products, at MarCoPack we offer custom industrial labeling solutions. Contact us!
Jose Martínez
Technical Office Manager MARCOPACK
