GS1 QR Code News: Global Adoption
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Over the past years, the global landscape of product identification has significantly accelerated the adoption of GS1 QR codes.
This strategic shift, largely propelled by the "Sunrise 2027" initiative, aims to transition from traditional linear barcodes to more data-rich, versatile 2D barcodes that can be scanned at retail points of sale worldwide by the end of that year.
Companies across various sectors are embracing this change, driven by a desire for enhanced traceability, deeper consumer engagement, and streamlined regulatory compliance.
Let us explore GS1 QR code news on adaptation through the lens of specific companies and their initiatives, presented in reverse chronological order.
2025: Brand pilots
Tesco’s QR code trial: from barcodes to smart labels in southern England
In May 2025, Tesco kicked off a pilot that might shift how things are done on the shelf and behind it. They started swapping out the usual barcodes for QR codes powered by GS1.
This first wave covers 12 own-brand meat and produce lines across select stores in southern England.
The project wasn’t done in isolation. GS1 UK and ten supplier partners helped build it out. The goal? Smarter supply chains. Less waste. And a more informed shopper. Not the kind of buzzwords thrown around for PR. Actual working stuff.
The upgraded QR codes aren’t just for scanning at checkout. They carry batch numbers, use-by dates, and other behind-the-scenes data that feed into Tesco’s systems.
So now, the store doesn’t just see how many units are left; it also sees which ones are close to expiring. That’s precision.
Here’s how Isabela De Pedro, Tesco’s Supply Chain Development & Change Director, put it:
“That’s a huge leap for waste reduction, replenishment planning, and customer satisfaction.”
Less waste means fewer expired products tossed. Better stock data sharpens replenishment planning. And yes, fresher food on shelves tends to make customers happier.
This pilot started earlier, in 2024, with just two products. But results came in fast enough to convince them to expand to a dozen chilled, fresh, and even ambient lines.
Tesco is signaling a shift from traditional supply chain arrangements to something more like shared problem-solving.
They brought in 10 key suppliers and GS1 UK to co-develop the rollout—not a command-and-control setup but a partnership. The goal? Solve real issues together, like how to print QR codes inline or how to merge new data into older systems without disrupting operations.
De Pedro summed it up well:
“Start experimenting now. You don’t need to overhaul your entire packaging estate. Pick a few SKUs, pick some partners, and start learning.”
This is an effective way to catch minor issues early, before they turn into costly production problems.
This slower, layered testing also builds something often overlooked in retail supply chains: trust. And trust tends to unlock better ideas.
When done right, GS1 Digital Link QR codes can also serve customers on the front end.
Scan one of Tesco’s trial labels, and here’s what you might find:
Allergen details and nutritional info
Sourcing transparency and sustainability data
Recycling tips or maybe a recipe suggestion for dinner
But they’re not turning every pack of mince into an encyclopedia. There’s restraint here, which is refreshing.
As De Pedro put it:
“We’re being careful to test what works, what’s useful, and how to avoid overwhelming the customer.”
Because too much info is just noise. And noise degrades the experience.
They’re aiming for digital simplicity. Let the correct data show up at the right moment. That’s how you keep it helpful without becoming annoying.
Early reactions? Positive. Customers seem to like the transparency, especially around freshness and sourcing. It builds trust, and trust builds loyalty.
Tesco is testing tech that could scale gradually. Down the line, the same QR code format could support recalls, live promos, or even personalized offers. That’s the roadmap, especially with the industry push toward GS1 Sunrise 2027.
But they’re not throwing buzzwords into the mix just to sound clever. The focus is on ensuring the system scales, suppliers stay aligned, and customer experience stays solid.
In short: less noise, smarter processes, and stronger relationships. That’s where the actual gains live.
Around the same time in May 2025, a broader trend emerged among GS1 UK members. Research revealed that 11% of GS1 UK's 60,000 members had already implemented GS1-powered QR codes, with a significant 33% planning adoption within the subsequent 12 months.
This early transition was motivated by a combination of factors: 31% of members identified exploring new sales channels as a top goal, while 25% cited the need to comply with evolving legislation.
Other key drivers included enhancing supply chain transparency, improving operational efficiency, and deepening customer engagement.
April 2025: Food regulations

By April 2025, various brands within the US food industry were actively adopting a dynamic labeling approach using 2D barcodes.
Their decision to transition early was largely to comply with the FDA Food Safety Modernization Act (FSMA) Rule 204, which mandates detailed traceability records for specific food items. The act’s compliance deadline was extended to July 20, 2028
This dynamic labeling allows for real-time updates to product information without the costly and time-consuming need for packaging reprints.
The approach supports regulatory compliance, increases consumer trust, and improves supply chain visibility, enabling faster and more accurate product recalls.
March 2025: Leading companies
In March 2025, L'Oréal products featuring GS1 QR codes were already appearing on supermarket shelves in New Zealand
This global beauty giant, along with 25 other leading global companies, including Procter & Gamble, Mondelez, Nestlé, and Alibaba, collectively valued at USD 1.5 trillion, publicly supported the global transition to GS1 QR codes.
Their collective reason for this early embrace was to meet the increasing consumer demand for more detailed product information and to comply with stricter regulatory disclosure requirements.
Dr. Peter Stevens, CEO of GS1 New Zealand, highlighted the transformative potential of these codes for stock management, waste reduction, allergen information, and real-time consumer engagement.
February 2025: Retail and construction
Wegmans, known for its early adoption of UPC scanning since 1974, has now embraced GS1 2D barcodes powered by the GS1 Digital Link standard. They’re now using QR codes to enrich customer experience and traceability.
Fast product insight: Scanning a QR code gives shoppers real-time info like origin, freshness, and handling.
Supply chain visibility: These codes make tracking produce and sharing data with suppliers easier for Wegmans.
Commitment to standards: Through partnerships with GS1 and Wholechain, Wegmans applies GS1 standards to seafood and prepared foods, reinforcing traceability.
This shift shows how a regional grocer can use smarter packaging to scan at checkout and deepen transparency, trust, and engagement.
Also in February 2025, a large Indian plastics manufacturer(not disclosed) approved using a specific thermal transfer ribbon for GS1 2D barcode labeling.
This was done to meet a major furniture manufacturer's stringent quality standards and labeling requirements, aiming to improve manufacturing speed, streamline workflow, and reduce human errors in their production processes.
2024: Food and beverage
1. FrieslandCampina, a major dairy company, deployed digital links using QR codes on milk powder cans in the Asian market.
This allowed parents to make informed purchasing decisions based on transparent information about the product's origin, with consumers now able to discover the source of their milk powder.
2. The Brazilian cable manufacturer Datalink improved its customer experience by applying digital link QR codes to its cable products, providing direct access to manuals and tutorials. This marked the first commercial product in Brazil to be augmented by a digital link.
3. NorgesGruppen, Norway's largest grocery retailer, started leveraging GS1 2D barcodes specifically to tackle food waste.
4. In Australia, Mildura Fruit Company, in collaboration with Citrus Australia, adopted QR codes to enhance end-to-end visibility within its supply chain.
Woolworths Australia achieved remarkable results, reducing food waste by up to 40% and improving productivity by up to 21% by implementing 2D barcodes.
Nutura Organic in Australia also increased consumer trust and transparency in its baby formula by using GS1-powered QR codes.
5. JPDC, a Korean water bottler, innovatively integrated GS1-powered QR codes onto bottle caps, enabling a label-less packaging solution.
6. Coca-Cola Latin America applied QR codes for its reusable and refillable bottle initiative, making significant strides in advancing this program.
7. Ocado started exploring how GS1-powered QR codes could support digital deposit return schemes, and Little Bobby Jebb also began leveraging these codes to enhance its brand presence.
8. 7-Eleven in Thailand boosted safety and consumer satisfaction with next-generation barcodes.
2023 and prior years

1. At the GS1 Global Forum in 2023, PepsiCo discussed the numerous opportunities that GS1 Digital Link would open for consumer engagement applications, such as sharing dynamic product information and loyalty reward programs.
2. In the UK, Creative Nature utilized GS1-powered QR codes to effectively communicate its allergen-free status and build consumer trust, while The English Soap Company joined GS1 UK's QR pilot program to bring its rich brand story to life and connect with customers in new and engaging ways.
3. Carrefour, one of the world's major retailers, shared its plans to adopt GS1 Digital Link in its systems. PUMA in North America proactively replaced 1D barcodes with 2D ones in their points-of-sale, recognizing the strategic opportunities presented by the GS1 Digital Link.
4. Pearl Harris, the founder of Beach Body Butter in the US, adopted 2D barcodes for her small business.
She chose to transition early to save valuable space on product packaging, allowing her to provide extended ingredient lists and certifications without clutter.
Harris also saw this as an opportunity to gain early visibility for her products, especially since some retailers were already seeking 2D barcode readiness by 2025.
A key result of her implementation was the dynamic nature of the information behind the QR code, meaning data could be changed without reprinting new packaging or labels.
5. Parla Deli, a small gourmet shop in Brazil, implemented the latest GS1 standards to unlock business value and connect with customers.
6. Sistir Coffee began using GS1-powered QR codes for strengthening brand loyalty, ensuring compliance, reducing packaging costs, and communicating important information.
7. The Codigo Verde (Green Code) project in Brazil, an innovative environmental initiative, began tagging trees with digital link QR codes. This automated environmental traceability allows users to trace trees back to their original geolocation and provides transparency on sustainable sourcing.
Looking ahead as GS1 QR code news unfolds
What we’ve seen from 2023 to 2025 is just the tip of the spear. Across industries, GS1 QR codes are no longer theoretical; they’re being tested, rolled out, scaled, and improved in real environments, with genuine supply chains and real customer-facing experiences.
From supermarkets in the UK to baby formula in Asia, from global conglomerates to small businesses trying to stand out on crowded shelves, the pattern is clear: smart labeling is becoming a strategic asset.
And this isn’t slowing down. The 2027 initiative target may be two years away, but the movement is already in motion and accelerating.
This article is part of an ongoing GS1 QR code news update series. We'll update this post as more companies publish pilot results, shift supply chain processes, or find new ways to connect with consumers through data.
FAQ
What are GS1 QR codes or QR codes powered by GS1?
They’re QR codes that can carry more data than a traditional barcode. They can link to websites and work at grocery checkouts. They follow GS1 standards that ensure global compatibility across the world supply chain.
Are traditional barcodes like UPC and EAN going to be replaced?
UPC and EAN aren't being phased out. GS1 uses the term “Sunrise 2027” instead of “Sunset” because 1D barcodes will still be accepted. GS1 QR codes are simply being introduced as a more versatile option.
Is the shift to 2D barcodes mandatory?
It's not globally mandatory. However, some products may be required to use them due to industry or country-specific regulations, like the EU's Digital Product Passport initiative. Retailers are preparing for 2D barcode readiness by 2027.
How do I start creating GS1 QR codes?
- Pick a product to test.
- Sign up on QR TIGER/GS1 and go to the GS1 QR code generator.
- Input your product’s GTIN.
- Add optional info (e.g., expiry date, batch number).
- Choose where the QR code should link (one or many pages).
- Click generate.
- Customize its look (optional). Follow GS1’s QR code printing guidelines.
- Download and incorporate into your packaging.
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