Preparing for GS1 Sunrise 2027
The barcode is evolving.
For decades, traditional EAN barcodes have been the backbone of product identification. Today, however, brands face increasing demands for transparency, traceability and digital product information. Consumers expect instant access to relevant product data, while retailers and regulators are preparing for a more connected future.
This is where GS1 Sunrise 2027 comes in.
By the end of 2027, retailers worldwide aim to be able to scan and process both traditional barcodes and GS1-compliant 2D barcodes, such as QR codes, at the point of sale. For brand owners, this transition represents an opportunity to future-proof packaging while creating new ways to engage consumers and share product information.
What is GS1 Sunrise 2027?
GS1 Sunrise 2027 is a global initiative that supports the transition from traditional 1D barcodes to next-generation 2D barcodes.
The goal is for retail systems to be capable of scanning and processing both conventional EAN barcodes and GS1 QR Codes. This creates a bridge between physical products and digital information, enabling a richer product experience while maintaining compatibility across the supply chain.
Importantly, GS1 Sunrise 2027 does not mean that traditional barcodes will disappear overnight. During the transition period, many products will continue to feature both an EAN barcode and a GS1 QR Code.
What is GS1 Digital Link?
GS1 Digital Link is the technology that powers this transformation.
Traditional barcodes contain a product identifier, such as a GTIN. GS1 Digital Link converts this information into a standardized web-based format that can be embedded within a QR code.
As a result, a single code can support multiple functions:
- Product identification at checkout
- Supply chain and logistics processes
- Product authentication and traceability
- Consumer engagement
- Sustainability communication
- Future Digital Product Passport requirements
In short, GS1 Digital Link enables one code to serve multiple audiences and purposes simultaneously.
Why is the barcode changing?
The traditional barcode was designed for product identification.
Today's market requires much more.
Consumers increasingly want access to:
- Ingredient and allergen information
- Product origin and traceability details
- Sustainability information
- Recycling instructions
- Product-specific digital content
At the same time, businesses are looking for more efficient ways to manage product data and comply with evolving regulations.
GS1 Digital Link provides a standardized solution that supports these growing requirements while remaining compatible with existing retail systems.
What does this mean for brand owners?
For many companies, implementing GS1 Sunrise 2027 is not simply a matter of generating a QR code.
The challenge often lies in integrating the code into existing packaging and label designs without compromising brand identity, readability or scanning performance.
Many products will need to accommodate both a traditional barcode and a GS1 QR Code during the transition period. This can have implications for:
- Label layout
- Available print area
- Multilingual packaging
- Regulatory information placement
- Design consistency
As a result, businesses should start evaluating current packaging designs well before implementation becomes necessary.
Why start preparing now?
Although 2027 may seem distant, packaging updates rarely happen overnight.
Early preparation allows companies to:
- Avoid last-minute redesign projects
- Incorporate changes into planned artwork updates
- Evaluate available space on labels and packaging
- Test code placement and scanning performance
- Minimize future implementation costs
- Stay ahead of retailer and regulatory requirements
Many brands are already reviewing their packaging strategies today to ensure a smoother transition in the years ahead.
GS1 Digital Link and the Digital Product Passport
One of the reasons GS1 Sunrise 2027 is attracting so much attention is its connection to the upcoming Digital Product Passport (DPP).
The Digital Product Passport is expected to play an important role in future sustainability and circular economy initiatives. Depending on the product category, it may provide access to information about:
- Materials and ingredients
- Product origin
- Sustainability performance
- Repairability
- Recycling instructions
- Lifecycle data
A simple way to understand the relationship is:
GS1 Digital Link is the gateway.
The Digital Product Passport is the information behind it.
As digital product information becomes increasingly important, labels will play a critical role in connecting consumers and supply chain partners with online content.
Is your label design ready?
Every label design is different.
Some labels already have sufficient space available for a GS1 QR Code, while others may require layout adjustments or artwork modifications.
Questions worth considering include:
- Is there enough room for a GS1 QR Code?
- Can both codes be positioned correctly?
- Are the required quiet zones respected?
- Will the code remain easily scannable on the chosen substrate?
- Will artwork modifications be required?
- Could future Digital Product Passport requirements impact the design?
Evaluating these questions early can help businesses avoid unnecessary challenges as the transition progresses.
How Reynders can support your GS1 journey
At Reynders, we closely follow developments in packaging, product identification and labeling technologies.
Our teams can support customers with:
Artwork assessments
- Evaluation of existing label designs
- Impact analysis of GS1 QR Code implementation
- Recommendations for label optimization
Prepress support
- Integration of GS1 QR Codes into existing artwork
- Artwork updates and file preparation
- Production-ready design adaptations
Technical guidance
- QR code sizing recommendations
- Material-specific considerations
- Barcode and QR code verification
Test productions
- Validation of print quality
- Scanability testing
- Production optimization before large-scale implementation
Whether you are just starting to explore GS1 Digital Link or actively planning packaging updates, a structured approach today can help avoid costly adjustments tomorrow.
Preparing for GS1 Sunrise 2027?
The transition to GS1 Digital Link represents more than a technical update. It is an opportunity to future-proof packaging, improve consumer engagement and prepare for evolving market requirements.
Our experts can help assess the impact on your labels, packaging design and production processes. Whether you're exploring GS1 Digital Link, planning artwork updates or evaluating QR code implementation, Reynders can support you throughout the transition.
