Sunrise 2027: Why 2D Codes Will Fundamentally Transform Production Lines

“Sunrise 2027” describes a global milestone in the consumer goods industry: by 2027, retail products are expected to be scanned at checkout primarily via standardized 2D codes instead of traditional 1D barcodes.

What may appear to be a simple technological upgrade is, in reality, a structural transformation of packaging and end-of-line processes. For production managers, plant directors, and quality leaders, this shift redefines marking from a downstream necessity into a system-critical function.

The established EAN/UPC barcode is static, pre-printed, and contains only the GTIN. The new 2D code—typically implemented as a QR code or Data Matrix—follows the GS1 Digital Link standard and can carry significantly more information.

For manufacturers, this is not merely a data format change. It requires a structured GS1 Digital Link implementation in production, including data generation, system interfaces, and secure synchronization between ERP, MES, and marking equipment.

• GTIN
• Batch or lot number
• Best-before date
• Production time and location
• Serial number (optional)
• Web link for consumer interaction

Crucially, this information is batch-specific or even item-specific. It can no longer be integrated into the packaging design during pre-printing. Instead, it is generated dynamically during production.

This shifts full responsibility for readability, compliance, and data integrity directly into the production environment. Marking becomes a core element of value creation and supply chain transparency.

Under Sunrise 2027, the 2D code is no longer an optional marketing feature—it becomes a prerequisite for sellability. A code that cannot be scanned at checkout effectively renders the product unsellable.

Unlike traditional pre-printed barcodes, the 2D code must be:

• Generated in-line
• Printed in-line
• Verified in-line

This is where a fully integrated in-line marking and verification system becomes essential. Only when printing and inspection are synchronized under one central control architecture can manufacturers ensure stable processes and 100% compliance at full line speed.

This creates new technical requirements for printing technology, data handling, system integration, and quality assurance.

Many production lines today use continuous inkjet (CIJ) systems to print expiration dates and batch numbers. While sufficient for simple alphanumeric text, these systems often struggle to deliver the high resolution and module precision required for 2D codes—especially at high line speeds.

Technologies such as thermal inkjet (TIJ), piezo inkjet, or laser marking provide higher resolution and more stable contrast. However, their performance depends on synchronized integration with product handling and transport systems.

The key question is not:
“Can our printer print a date?”

But rather:
“Does our system consistently achieve the required code quality under real production conditions at full line speed?”

A printed code only creates value if it meets standardized quality criteria. Unlike pre-printed barcodes, there is no upstream quality release process. Every single product must be verified during production.

• ISO-compliant code grading
• Verification of contrast, module size, and quiet zone
• Validation of variable data (batch, best-before date, etc.)
• Documentation for audits and traceability
• Reliable rejection of non-conforming products

An isolated camera unit is rarely sufficient. Synchronization between printer and vision system, real-time data comparison with ERP/MES, and secure reject handling are essential to prevent process instability.

Without an integrated in-line marking and verification system, production teams risk recalls, customer complaints, and loss of retailer confidence.

Many manufacturers initially attempt to upgrade existing production lines for 2D codes by adding standalone printers or camera units. While this approach appears cost-efficient in the short term, it often increases interface complexity and operational risk.

Experience from serialization projects in the pharmaceutical and healthcare industries has shown that the true challenges emerge at the system interfaces.

Independent components typically mean:

• Multiple user interfaces
• Increased parameterization effort
• Higher risk of errors during product changeovers
• Complex service and maintenance coordination

An integrated system concept unites printing, verification, weighing, rejection, transport, and optional serialization under one centralized control architecture.

For production managers, this is not merely a convenience issue—it is an OEE issue.

Deep integration reduces changeover time, minimizes operator errors, improves traceability, and increases process reliability. It also ensures scalability for future requirements.

Sunrise 2027 is not primarily driven by regulation but by market alignment between retailers and manufacturers. The objective is to unlock added value across the entire supply chain.

For manufacturers, this opens new opportunities:

Production and Quality Benefits

• More precise recall management at batch or unit level
• Real-time visibility into inventory and remaining shelf life
• Anti-counterfeiting through optional serialization
• Data-driven process optimization

The 2D code is only the visible interface. Behind it lies a consistent data model that connects production, logistics, retail, and consumers.

Companies that treat Sunrise 2027 solely as a labeling project will underestimate its strategic implications. It is a digital transformation initiative rooted in the production environment.

Sunrise 2027 is not an IT project. It is not a marketing initiative. It is a production-driven transformation with strategic impact.

1. Assess Your Technology Status

Does your current printing technology achieve the required resolution and contrast at full production speed?

2. Validate Code Quality Under Real Conditions

Have ISO grading and verification tests been performed under actual operating conditions?

3. Evaluate Your Level of Integration

Are printers, vision systems, checkweighers, and reject mechanisms centrally controlled—or merely mechanically connected?

4. Plan a Structured Upgrade Strategy

If you need to upgrade an existing production line for 2D codes, ensure that data generation, printing, verification, and rejection are considered as one holistic process—not as separate add-ons.

5. Ensure Upgrade Capability

Is your line prepared for future developments such as item-level serialization or Digital Product Passport initiatives?

The introduction of standardized 2D codes in retail is far more than a change in labeling format. It fundamentally redefines the role of end-of-line processes.

Marking becomes critical infrastructure.
Verification becomes a release mechanism for market access.
System integration becomes a competitive advantage.

Production leaders who implement a robust in-line marking and verification system and approach GS1 Digital Link implementation in production strategically will not only achieve Sunrise readiness. They will establish the technological foundation for a transparent, digitalized, and resilient production environment—well beyond 2027.