Retail checkout is getting a new kind of barcode. GS1, the group behind the UPC, wants store scanners worldwide to read 2D barcodes by the end of 2027 [1]. That shift puts 2D barcode labels on the to-do list of every brand that sells through retail.
The change won’t happen overnight, and your UPC isn’t going away. Brands that plan now can update labels on their normal reorder schedule instead of rushing later. Here is what Sunrise 2027 means, what changes on your label, and how to prepare.
What Is GS1 Sunrise 2027?
GS1 Sunrise 2027 is the retail industry’s goal for checkout scanners to read 2D barcodes. GS1 has set the end of 2027 as the target [1]. By then, store scanners should capture the product number from both standard linear barcodes and 2D barcodes [1]. UPC barcodes keep working through and after the change.
GS1 US explains the program on its Sunrise 2027 page. The page notes brands do not need every 2D feature in place by that date [2]. Sunrise 2027 is an industry goal, not a law. Your retailers decide when they want 2D codes on your packaging. Brands that sell through grocery, convenience, and big-box stores will likely hear from buyers first.
What Is a 2D Barcode?
A 2D barcode stores data in two directions, across and down, so it holds far more than a UPC. A standard UPC carries one product number. A 2D barcode can carry that same number plus a web address, a lot number, or an expiration date.
GS1 lists three 2D formats for retail checkout [1]. They are QR codes with GS1 Digital Link, Data Matrix with GS1 Digital Link, and GS1 DataMatrix [1].
QR Codes with GS1 Digital Link
GS1 Digital Link is a standard way to write product data into a web address. A QR code built on GS1 Digital Link does two jobs with one symbol. The checkout scanner reads the product number and rings up the sale. A shopper who scans the same code with a phone lands on a web page you choose.
That page can show ingredients, sourcing, recipes, or a refill offer. You can update the page anytime without reprinting labels. If your ingredients change or you launch a new flavor, the same printed code points to the new information. This is why QR code labels are drawing so much interest from food, beverage, and personal care brands.
GS1 DataMatrix
GS1 DataMatrix is a small square 2D barcode built for data, not for shoppers.
It packs product number, lot, and expiration date into a tiny space. Healthcare products already use it widely. In retail, it fits small packages and products where traceability matters more than a consumer web page. Brands that want a shopper web page use a QR code instead.
2D Barcode vs UPC
| UPC Barcode | 2D Barcode | |
|---|---|---|
| Data Held | One product number (GTIN) | Product number plus lot, date, or a web address |
| What it Links to | A price in the store’s system | The store’s system and, for QR codes, a web page |
| Scan Direction | Read in one direction | Read from any angle by an image scanner |
| Space on the Label | Wide and short | Square and compact |
What Changes on Your Product Label
For most brands, the first work happens in label design and print production. The 2D code needs room on the label, the right size, and print quality that scans every time. Data decisions come next, such as what the code will carry and where it will point.
Using a UPC and a 2D Barcode Together
During the transition, most products will carry both codes. GS1 calls this dual marking [1]. GS1 guidance says retail 2D codes should sit alongside a linear barcode until most checkout scanners can read 2D [1]. GS1 says that covers 90 percent of point-of-sale scanning systems [1].
Dual marking means your label needs space for two codes, not one. GS1 recommends a placement rule to speed checkout [1]. The 2D code should sit within 50 millimeters (1.97 inches) of the linear barcode’s center [1]. That rule can reshape a small label’s back panel. Plan the layout before you send new artwork.
Space is the hard part on small labels. Required text such as ingredients, net quantity, and warnings still has to fit. Some brands enlarge the label slightly or move secondary graphics to make room. Others shift marketing copy to the web page the QR code opens. Settle these choices before the art file goes to prepress.
Size, Placement, and Scannability
GS1 sets the acceptable size ranges for 2D codes at retail checkout. Those ranges live in the symbol specification tables of the GS1 General Specifications [1]. Pull the size from those tables, not from an example or a rule of thumb.
Size is only part of scannability. Each code needs a clear margin around it, called a quiet zone. Dark codes on a light background scan best. Curved bottles, foil, and glossy laminates can cause glare or distortion. Place the code on the flattest, least reflective part of the label. Send codes as vector art and follow our print-ready art guide so edges stay sharp.
Lot Numbers, Dates, and Variable Data
A 2D code that carries a product number and a web address can stay the same on every label. A code that carries a lot number or expiration date changes with each production run. Some brands go further and give every unit its own serial number. Unit-level codes help with recalls, inventory, and spotting counterfeit products.
Codes that change from label to label call for variable data labels. Digital label printing can print a different code on each label in a single run, with no plate changes.
How to Get Your Labels Ready for 2027
Use this checklist to move your product line to 2D barcodes on your own schedule.
- Confirm your GS1 Company Prefix and GTINs. Your 2D code carries the same product number as your current UPC [2]. Make sure your GS1 membership and product numbers are up to date.
- Ask your retailers and distributors what they will accept and when. Some retailers will want 2D codes early. Others will wait. Ask which 2D format they prefer and how they will test it.
- Decide what data the code will carry and where the link will point. Options include a product number, lot and date data, or a web page.
- Update the label artwork to fit both codes. Keep the UPC and add the 2D code nearby. Check that required text still fits.
- Test-scan printed samples before a full run. Scan with a retail-grade scanner and a phone. Test on the actual container, not a flat proof.
- Time the change with your next label reorder. Use up current stock first, then switch. You avoid throwing away good labels.
How Columbine Label Prints 2D Barcode Labels
Columbine Label prints product labels for food, beverage, health and wellness, and personal care brands. Most of those labels carry a standard UPC today. We also print QR codes and other 2D barcodes, so adding one at your next reorder is simple.
Many 2D codes stay the same on every label in a run. If your code carries lot numbers, dates, or serial numbers, our digital presses can print a different code on each label. On variable data jobs, we print a human-readable number with each code. That lets our team confirm every code printed in the run.
Scannability starts with your artwork. Size, contrast, and the quiet zone around the code decide how well it reads. Test your code file with a scanner and a phone before you send it. During production, our team spot-checks QR and 2D codes with a scanner.
Plan Your 2D Barcode Labels Now.
Sunrise 2027 gives brands time, but a product line with many SKUs needs lead time for artwork, data, and testing. The label reorder cycle is the easiest place to make the change, one product at a time. Start with your best sellers, test the codes in a store, and roll out from there. Planning 2D barcode labels now keeps the switch on your schedule.
Talk to us about 2D barcode labels, or read more about the shift from UPC barcodes to QR codes.
2D Barcode Label FAQs
Is Sunrise 2027 a legal requirement?
No. Sunrise 2027 is an industry goal set by GS1 for retail checkout systems [1]. Individual retailers decide when to ask suppliers for 2D codes.
Will UPC barcodes stop working in 2027?
No. GS1 says linear barcodes such as the UPC will stay in use alongside 2D codes [1]. Scanners will read both.
Can a QR code replace a UPC on my label?
Not yet. GS1 guidance pairs retail 2D codes with a linear barcode until 90 percent of checkout systems can read 2D [1]. A 2D-only label becomes an option after that point [1].
Do I need new labels for every product?
Each product that moves to a 2D code needs updated artwork. You do not need to reprint everything at once. Make the change at each product’s next reorder so current stock gets used.
References
- https://ref.gs1.org/guidelines/2d-in-retail/
- https://www.gs1us.org/industries-and-insights/by-topic/sunrise-2027
