The 2027 GS1 Sunrise Initiative: Unlocking the Potential of 2D Barcodes

As the 2027 GS1 Sunrise Initiative approaches, food and beverage brands are preparing for a fundamental shift in how they label products. The adoption of GS1 2D barcodes isn’t just about compliance; it’s an opportunity to transform packaging into a powerful tool for transparency, traceability, and deeper consumer engagement.

At Orijin Plus, our connected packaging platform has provided unique insights into how consumers interact with QR codes. These insights reveal not only how consumers engage with connected packaging but also how brands can make the most of this untapped potential to build trust, loyalty, and advocacy.

What Are GS1 2D Barcodes?

GS1 2D barcodes are an evolution of traditional barcodes, offering significantly more functionality. Unlike 1D barcodes, which store only basic product identifiers, 2D barcodes can contain:

• GTIN (Global Trade Item Number): Ensuring product uniqueness.
• Expiry dates, lot numbers, and batch information.
• Digital links to certifications, sustainability data, or product-specific pages.

These barcodes, such as the GS1 QR Code and GS1 DataMatrix, are essential for enabling connected packaging platforms and delivering rich, interactive consumer experiences.

One of the most exciting features is the GS1 Digital Link, which connects physical products to online content. With just a scan, consumers can access detailed product origins, certifications, and more, creating a seamless connection between the physical and digital worlds.

Why GS1 2D Barcodes Are a Game-Changer for Brands

The shift to GS1 2D barcodes goes beyond regulatory compliance. It opens the door to:

1. Enhanced Traceability:
   Track products more accurately from production to retail, improving recall management and building consumer trust.
2. Deeper Consumer Engagement:
   Turn packaging into a storytelling platform, sharing your brand’s values, certifications, and sustainability efforts directly with consumers.
3. Optimized Packaging Space:
   Replace traditional barcodes with a single GS1 2D barcode that combines retail functionality with consumer-focused content, freeing up space for design or additional messaging.

Streamlining SKU Data Management with Connected Packaging

Managing live product data across multiple SKUs can be a complex, time-consuming challenge. With hundreds or even thousands of products, brands often struggle to ensure that critical information, such as traceability data, certifications, and promotional details, remains accurate and up-to-date.

This is where a connected packaging platform like Orijin Plus proves invaluable. By centralizing all product information in one system, these platforms make it easy to:

• Consolidate data: Maintain consistency across SKUs while simplifying updates.
• Ensure accuracy: Reduce the risk of errors when managing diverse product lines.
• Support scalability: Adapt to the needs of growing or international product portfolios.

For brands handling a vast array of SKUs, this level of control is not only a necessity but a competitive advantage.

Consumer Insights: What Drives Scanning Behavior?

At Orijin Plus, we’ve studied how consumers interact with connected packaging. Here’s what our data reveals:

1. Most Times, One Scan Is All It Takes:
   For 83% of consumers, a single scan to verify a claim or trace a product’s origin is enough to build trust. It’s not about getting consumers to scan repeatedly unless you’re running loyalty programs or competitions. Instead, the power lies in empowering consumers with the ability to check and validate claims at any time.
2. Certifications Build Confidence:
   Consumers are actively seeking validation for claims like “organic” or “GMO-free.” Orijin Plus data shows that 55% of scanners click through to verify attribute claims, highlighting the importance of providing easy access to certifications.
3. Sustainability Is a Key Driver:
   Many consumers scan to learn about a product’s environmental impact. Showing your sustainability efforts through connected packaging fosters loyalty and trust.
4. Reviews and Social Proof:
   Consumers frequently look for reviews or ratings as part of their decision-making process. Including these in your connected packaging helps build credibility and transparency.
5. Interactive Features Encourage Engagement:
   Promotions, loyalty rewards, and interactive content such as videos or recipes keep consumers engaged and create memorable experiences.

Make Information Easy to Navigate

When it comes to connected packaging, the destination matters just as much as the scan itself. Consumers scanning a QR code want quick, easy access to relevant information and they won’t wait or dig around to find it.

Orijin Plus’s A/B testing reveals a critical insight: directing consumers to a generic homepage after scanning a product QR code leads to a bounce rate of under 6 seconds on average. In contrast, linking to a product-specific page that delivers targeted information significantly increases engagement.

It’s not just about where consumers land, it’s about how easily they can find what they’re seeking. Based on consumer navigation patterns, brands should ensure that:

• The destination serves multiple types of content tailored to consumer needs.
• Information is intuitively organized so consumers can locate what they want in under 8 seconds.

At Orijin Plus, our data shows that consumers engage most with:

• Certifications and attribute verifications
• Promotions and competitions
• Traceability data
• Ingredient translations
• Reviews and social proof
• Videos and interactive content
• Links to buy online

A connected packaging platform ensures all of this data remains centralized, accurate, and easily accessible, allowing brands to deliver seamless consumer experiences while managing complexity behind the scenes.

Celebrate the Untapped Potential of Connected Packaging

Connected packaging isn’t just about meeting mandates; it’s about creating a competitive edge. By using GS1 2D barcodes and platforms like Orijin Plus, brands can unlock powerful marketing opportunities:

• Build consumer trust by being transparent about your claims, sustainability efforts, and supply chain.
• Tell your brand story through engaging content that highlights what makes your products unique.
• Drive consumer engagement by offering promotions, loyalty rewards, and interactive experiences.

What’s inside the code matters, but what truly sets your brand apart is the ability to share it with consumers in meaningful ways. Acting now before mandates enforce these changes positions your brand as a leader in transparency and innovation.

FAQs About GS1 2D Barcodes and Connected Packaging

1. What is the 2027 GS1 Sunrise Initiative?
The 2027 GS1 Sunrise Initiative mandates the use of GS1 2D barcodes for retail point-of-sale scanning, replacing traditional 1D barcodes. This initiative ensures product information is more accessible while enabling connected packaging features.

2. How can GS1 2D barcodes benefit food and beverage brands?
GS1 2D barcodes allow brands to enhance traceability, share product-specific information, and engage consumers with certifications, promotions, and sustainability data all from a single scan.

3. Why is connected packaging important?
Connected packaging bridges the gap between physical products and digital experiences. It empowers consumers to validate claims, access product stories, and connect with brands in ways that build trust and loyalty.

4. What should brands include in connected packaging experiences?
Key features include certifications and attribute verifications, traceability data, promotions, reviews, interactive videos, and links to buy online. These elements should be easy to navigate and tailored to consumer needs.

5. How can Orijin Plus help brands adopt connected packaging?
Orijin Plus provides a seamless platform for managing traceability, engaging consumers, and integrating with existing systems like CRMs to deliver actionable insights.

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