GS1 US and The Future of Product Traceability
QR codes on consumer goods for product information aren’t new in the U.S.
Even before the Consumer Brands Association (formerly the Grocery Manufacturers Association) launched the SmartLabel program in 2015, companies were experimenting with digital ways to give shoppers more information about their products.
Back then, QR codes and product barcodes had separate jobs—one for consumers, the other for retail and logistics.
SmartLabel’s success helped lay the groundwork for Sunrise 2027, the shift from 1D barcodes (like UPCs) to 2D barcodes (like QR codes).
GS1 US, has been driving this upgrade in the US—not just to give consumers more product details but to improve product identification, supply chain efficiency, and data sharing.
This isn’t just a packaging update; it’s a shift in how businesses manage a product’s entire lifecycle, from creation to checkout and beyond.
Table of Contents
What is GS1 US
GS1 US is the American chapter of GS1, the global organization responsible for barcode standards. Originally known as the Uniform Code Council (UCC), GS1 played a pivotal role in launching the Universal Product Code (UPC) in 1973—the barcode that revolutionized retail.
Today, this chapter helps over 300,000 businesses across industries like retail, healthcare, foodservice, and logistics implement standardized identifiers to improve product traceability, supply chain efficiency, and consumer transparency
Unlike GS1 as a whole, which sets international barcode and data-sharing standards, this chapter focuses on adapting these standards for U.S. businesses.
It ensures compliance with American regulations, collaborates with industry groups, and develops tools for product identification and supply chain distribution visibility.
Implemented initiatives
GS1 US has launched several industry-specific initiatives aimed at improving supply chain operations and data sharing in the US. Some of the key initiatives include:
RFID Implementation Program – Pushing for RFID adoption to automate tracking and inventory control, cutting down errors and making supply chains faster and smarter.
DSCSA Compliance – Helping healthcare companies stay on the right side of U.S. FDA rules by tightening pharmaceutical traceability and reducing counterfeit risks.
Data Quality & Governance – Getting businesses to clean up their product data, ensuring consistency and accuracy across databases.
Sustainable Supply Chains – Pushing for smarter sourcing, less waste, and more transparency in supply chains to help businesses meet sustainability goals without the guesswork
Sunrise 2027: Why upgrade to 2d barcodes?
The move from 1D to 2D barcodes is because businesses need more than just a basic product lookup at checkout.
While 1D barcodes (like UPCs) work well for pricing and inventory, they can’t carry expiration dates, batch numbers, or product details without database lookups. 2D barcodes solve that by storing more data directly in the code.
They do this by storing information in two dimensions—horizontally and vertically—unlike traditional 1D barcodes that only store data in a single dimension.
Types of barcodes
There are different types of 2D barcodes, but the two most relevant are:
GS1 QR Code: A standard QR code that follows GS1 formatting. It can store product details, URLs, and structured data for inventory and point-of-sale (POS) scanning. Always square with three large square markers in three corners (top-left, top-right, bottom-left). The bottom-right corner has alignment patterns.
GS1 DataMatrix: Used mainly in healthcare, pharmaceuticals, and electronics. It’s compact and efficient, ideal for tracking individual items, serialization, and regulatory compliance. It can be square or rectangular and has a solid L-shaped frame (two dark edges) with the other two edges made of alternating light/dark patterns.
What changes?
More Data, Fewer Lookups – 2D barcodes can hold GTINs, expiration dates, lot numbers, and even links, making product tracking and recalls faster.
End-to-End Traceability – Businesses get real-time product data from manufacturing to checkout without constant database access.
Consumer Access to Info – Customers can scan a single barcode and get details on ingredients, allergens, and promotions in one place.
Retail Adaptation Required – Not all scanners can read 2D barcodes yet. Some retailers must upgrade hardware and software to handle them properly.
What stays the same?
Checkout Systems Still Use GS1 Standards – The structure and purpose remain, but with added data capacity.
Retail Scanning Continues – Just with more detailed product data available instantly instead of needing multiple scans or separate databases.
Does GS1 provide 2d barcode generation services?
GS1 does not provide 2D barcode generation services directly. Instead, they issue GS1 Company Prefixes and GTINs (Global Trade Item Numbers), which businesses use to create barcodes that follow GS1 standards.
If you need a 2D barcode, such as a GS1 DataMatrix or QR code, you’ll need to use a third-party solution provider that follows GS1 guidelines.
For most retail products, QR TIGER’s GS1 QR code generator is one of the tools that can help generate GS1-compliant barcodes.
Regardless of the provider you choose, make sure they follow GS1’s structured data encoding rules to ensure barcode compatibility across supply chains.
Sample list of top companies that will benefit from the upgrade
Here's a sample list of major producing companies and the specific barcodes they will utilize.
Food & Beverage
Code most utilized: QR code
- General Mills: A major producer of packaged foods. Products include cereals (Cheerios, Lucky Charms), snacks (Nature Valley, Annie's), yogurt (Yoplait), and baking products (Pillsbury). They also own pet food brands like Blue Buffalo.
- Kraft Heinz: A global food company. Products range from condiments and sauces (Heinz Ketchup, Kraft Mac & Cheese) to cheese (Kraft Singles) and frozen meals (Ore-Ida).
- PepsiCo: A giant in the beverage and snack food industry. Brands include Pepsi, Lay's, Gatorade, Tropicana, Quaker Oats, and Cheetos. While PepsiCo already utilizes SmartLabel for consumer transparency, adopting GS1 QR codes could offer broader benefits, including enhanced interoperability across the supply chain, richer data capabilities, and alignment with industry-wide trends toward standardized 2D barcodes
- Tyson Foods: One of the largest meat processors. Products include beef, pork, chicken, and prepared foods like frozen meals and deli meats.
- Nestlé USA: A subsidiary of Nestlé. Recent update: Current products include coffee (Nescafé, Coffee-Mate), chocolate (KitKat), and pet food.
Consumer Packaged Goods (CPG)
Code most utilized: QR code
- Procter & Gamble (P&G): A multinational CPG company. Brands include Tide, Pampers, Gillette, Olay, Crest, Bounty, and Charmin.
- Unilever: A major CPG company. Products span food (Ben & Jerry's, Hellmann's), beverages (Lipton), cleaning agents (Dove, Surf), and personal care items (Axe, Suave).
- Johnson & Johnson: A healthcare company. Products include pharmaceuticals (various prescription drugs), medical devices (bandages, surgical tools), and consumer health products (Tylenol, Band-Aid, Listerine).
- Kimberly-Clark: Specializes in personal care products. Brands include Huggies, Kleenex, Cottonelle, and Depend.
- Clorox: A manufacturer of cleaning products. Products include Clorox bleach, Pine-Sol cleaners, Glad trash bags, and Hidden Valley Ranch dressing.
Pharmaceuticals
Code most utilized: DataMatrix code
Pfizer: A global pharmaceutical company. Products include various prescription medications and vaccines.
Merck & Co.: A leading pharmaceutical company. Focuses on developing and manufacturing medicines and vaccines.
AbbVie: A biopharmaceutical company. Specializes in advanced therapies for various medical conditions.
Bristol Myers Squibb: A global biopharmaceutical company. Develops innovative medicines for serious diseases.
Footwear & Apparel
Code most utilized: QR code
Nike: A global leader in athletic wear. Products include footwear, apparel, and sports equipment.
Levi Strauss & Co.: A well-known brand. Famous for denim jeans and casual wear.
VF Corporation: A large apparel company. Owns brands like Vans, The North Face, Timberland, and Dickies.
Under Armour: A manufacturer of performance wear. Offers athletic apparel, footwear, and accessories.
Ralph Lauren Corporation: A global fashion company. Provides apparel, accessories, and home furnishings.
Electronics
Code most utilized: DataMatrix code
Apple: A global technology company. Products include smartphones (iPhone), tablets (iPad), computers (Mac), and wearables (Apple Watch).
Dell Technologies: A major computer technology company. Products include laptops, desktops, servers, and storage devices.
HP Inc.: A technology company. Products include printers, personal computers, and related supplies.
Intel: A leading semiconductor company. Manufactures microprocessors and other computer components.
Texas Instruments: A technology company. Produces semiconductors and various integrated circuits.
Medical Devices
Code most utilized: DataMatrix code
Medtronic: A global medical device company. Products include pacemakers, insulin pumps, and surgical tools.
Abbott Laboratories: A healthcare company. Products span medical devices, diagnostics, nutrition, and pharmaceuticals.
Boston Scientific: A medical device company. Products include cardiac stents, catheters, and other medical equipment.
Stryker: A medical technology company. Products include surgical equipment, implants, and patient-handling equipment.
Baxter International: A global healthcare company. Products include medical devices, pharmaceuticals, and biotechnology.
Preparing for the 2027 shift
The move to 2D barcodes is gaining traction, and GS1 US is helping businesses transition smoothly. By replacing traditional 1D barcodes, 2D codes offer richer product data, improve supply chain visibility, and enhance consumer engagement.
But upgrading isn’t automatic—companies need to prepare their systems, ensure compatibility, and educate stakeholders on the benefits.
Sunrise 2027 is a guideline, not a hard deadline, but businesses that start adapting now will avoid last-minute disruptions.
Whether it’s QR codes for consumer engagement or GS1 DataMatrix for traceability, the shift is coming. The question isn’t if—it’s when companies will be ready to make the switch.
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