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For decades, the familiar UPC barcode has been one of the most important tools in retail. It helped speed up checkout, improve inventory control, and create a common language between manufacturers, distributors, and retailers.

Now the barcode is evolving.

GS1 Sunrise 2027 is an industry-wide initiative designed to prepare retailers, manufacturers, brands, and solution providers for the next generation of barcodes: 2D barcodes. These include QR Codes and Data Matrix codes that follow GS1 standards.

The goal is simple: by the end of 2027, retail point-of-sale systems should be able to scan and process 2D barcodes in addition to traditional UPC and EAN barcodes.

What Is GS1 Sunrise 2027?

GS1 Sunrise 2027 is not just a barcode redesign. It is a major step toward smarter product identification.

Traditional 1D barcodes, such as UPC and EAN symbols, usually carry one key piece of information: the product’s GTIN, or Global Trade Item Number. That number tells a checkout system what the product is.

A 2D barcode can do much more.

Depending on how it is created, a GS1-compliant 2D barcode can include the product GTIN plus additional information such as:

• Lot or batch number
• Expiration date
• Serial number
• Product variant
• Manufacturing information
• Recall or traceability data
• A GS1 Digital Link that connects the product to online information

This means one barcode can support checkout, inventory, traceability, consumer engagement, and product safety.

Why Is This Happening?

Today’s retail environment demands more information than a traditional UPC barcode was designed to carry.

Consumers want to know more about the products they buy. They may want ingredient information, allergen details, sustainability information, instructions, authenticity confirmation, or recall updates.

Retailers and suppliers also need better data. They want stronger traceability, improved inventory management, faster recall response, better expiration-date control, and more accurate product information throughout the supply chain.

GS1 Sunrise 2027 helps answer those needs by moving the industry toward data-rich 2D barcodes that can be scanned at checkout and used throughout the supply chain.

Does This Mean UPC Barcodes Are Going Away?

Not overnight.

Traditional UPC and EAN barcodes will continue to be used for some time. The transition to 2D barcodes will happen gradually, and many products may carry both a traditional UPC barcode and a 2D barcode during the transition period.

However, businesses should not wait until the last minute. Packaging updates, label changes, software changes, printer testing, scanner compatibility, retailer requirements, and data management all take time.

The companies that start preparing now will be in a much better position as more retailers begin accepting and using 2D barcode data.

What Does a 2D Barcode Do That a UPC Cannot?

A UPC barcode is excellent at identifying a product at checkout. But it has limited space for data.

A GS1-compliant 2D barcode can carry much richer information in a smaller symbol. That opens the door to several important benefits.

Better Traceability

A 2D barcode can include batch, lot, serial, or expiration information. This makes it easier to track products through the supply chain and respond quickly if there is a recall or quality issue.

Improved Consumer Information

Using GS1 Digital Link, a 2D barcode can connect a shopper to brand-controlled online content. That could include product details, usage instructions, warranty information, nutrition facts, promotional content, or sustainability information.

More Efficient Recalls

If a product recall is limited to a specific batch or date range, a 2D barcode can help identify the affected products more precisely. That can reduce waste, improve safety, and make recall management more efficient.

Better Inventory Control

Retailers may be able to use expiration dates, lot numbers, or production data to better manage stock rotation and reduce shrink.

More Room on Packaging

Many packages today carry multiple codes: a UPC for checkout, a QR code for marketing, and other codes for internal tracking. GS1 Sunrise 2027 moves the industry toward one smarter barcode that can serve multiple purposes.

Who Needs to Prepare?

GS1 Sunrise 2027 affects more than just large national brands.

You should be paying attention if you are a:

• Retail brand owner
• Food or beverage manufacturer
• Apparel or general merchandise supplier
• Health, beauty, or consumer goods company
• Private-label supplier
• Packaging designer
• Label printer
• Distributor
• Retailer
• POS software provider
• Barcode scanning or printing provider

Even if your current UPC labels are working fine today, your customers, retailers, or trading partners may soon ask whether you are ready for 2D barcode requirements.

How to Prepare for GS1 Sunrise 2027

The best approach is to start with the basics and move step by step.

1. Review Your Current Barcodes

Start by identifying every product, package, and label that currently uses a UPC, EAN, or other barcode.

Make sure each product has the correct GTIN and that your barcode data matches your product records. If your product data is inconsistent now, moving to 2D barcodes will only make those problems more visible.

2. Confirm Your GS1 Company Prefix and GTINs

Your barcode data should be based on properly licensed GS1 identifiers. Confirm that your company prefix, GTIN assignments, and product data are accurate and up to date.

3. Decide What Data You Need in the Barcode

Not every product needs the same information.

Some products may only need a GTIN in a 2D barcode. Others may benefit from expiration dates, batch numbers, serial numbers, or a GS1 Digital Link.

Ask what information would help your customers, retailers, and internal operations.

4. Review Your Label and Package Design

Adding a 2D barcode may require layout changes. You may need to adjust label size, artwork, white space, placement, or print method.

For some products, the 2D barcode may appear alongside the existing UPC during the transition period.

5. Test Your Printing Process

2D barcodes require good print quality. Poor contrast, distortion, low resolution, ink spread, damaged labels, or incorrect sizing can cause scanning problems.

Before rolling out new labels or packaging, test the barcode on the actual material and printer you plan to use.

6. Verify Barcode Scanning

A barcode should not just look right. It should scan correctly.

Test your 2D codes with appropriate scanners, mobile devices, and retail systems. If you sell to major retailers, confirm their requirements before making final packaging changes.

7. Talk to Your Trading Partners

Retailers, distributors, and customers may have their own timelines and expectations. Do not assume every retailer will transition the same way at the same time.

Ask what barcode formats they will accept, what data they want encoded, and whether dual-marking with both UPC and 2D barcodes is required.

8. Work With a Knowledgeable Label or Barcode Provider

A good label and barcode partner can help you select the right barcode format, size, placement, material, adhesive, and print method. They can also help reduce costly mistakes before labels go into production.

Why Start Now?

GS1 Sunrise 2027 may sound far away, but packaging and label changes take planning.

A rushed transition can lead to incorrect data, poor barcode quality, packaging delays, retailer rejections, or products that do not scan correctly at checkout.

Starting now gives your business time to test, adjust, and roll out changes properly.

The Bottom Line

GS1 Sunrise 2027 is about more than replacing a UPC with a QR Code. It is about giving products a smarter, more flexible way to carry and share information.

For brands and manufacturers, 2D barcodes can improve traceability, product data, consumer engagement, and supply-chain visibility. For retailers, they can support better checkout, inventory management, and product safety. For consumers, they can provide easier access to the information they want before and after purchase.

The companies that prepare early will be ready for the next generation of retail barcode scanning.

If your products depend on barcode labels, now is the time to review your current labels, confirm your GS1 data, test your print quality, and plan for the future of 2D barcodes.

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