GS1 Sunrise 2027: From EAN-13 to QR — How Should Brands Prepare?
GS1 launched the Sunrise 2027 initiative in 2023: by the end of 2027, retail POS systems worldwide should be capable of scanning 2D codes (QR Code / DataMatrix), and product packaging will gradually move from EAN-13 linear barcodes to data-rich 2D codes.
Why now?
A linear barcode holds only a GTIN (13 digits). A 2D code can carry batch, expiry, serial number — even a full URL. Consumer demand for transparency and regulator demand for faster recalls are both pushing the upgrade.
What it means for brands
- A packaging window: 2026-2027 is the ideal time to redesign packaging instead of reacting under pressure.
- One code, many uses: with GS1 Digital Link, a single QR serves POS checkout, warehouse operations and consumer engagement.
- Data assets: the code is the entry point; the item-level data behind it is the real brand asset.
Practical steps
- Audit GTIN assignment and barcode status across your SKUs;
- Choose a coding platform with GS1 Digital Link support (e.g. O1M) and pilot 1-2 lines;
- Plan the consumer landing experience so compliance becomes a marketing opportunity.
Want to assess how your lines and packaging should migrate? Contact us for a free assessment.