The move to 2D codes under GS1 Sunrise 2027 is often framed as a labelling change. For manufacturers, it is gradually becoming part of how product data is handled from production onwards.
Wipotec, a Germany-based manufacturer of weighing, inspection, and track and trace systems, works with food and consumer goods producers to integrate these processes on the production line.
A 2D code allows more information to sit with the product itself. Batch detail, origin, and production data are no longer tied up in separate systems. They can be accessed at different points across distribution and retail, and where relevant, by the consumer.
This adds to how products are understood once they leave the line.
“It is not just about marking products for checkout or smartphones. We are mapping entire product lifecycles through QR codes using GS1 Digital Link,” said Volker Ditscher, Director Global Sales Track and Trace at Wipotec.
From Identification to Product Data
This provides a more consistent view of how product moves through the chain and supports more targeted recall processes and clearer traceability.
In this model, traceability becomes something that can be accessed rather than something that sits in the background.
“It is about making product information available when and where it is needed, rather than relying on separate systems to retrieve it,” said Ditscher.
This also changes how product information is used across the supply chain. Information is no longer tied to a system alone, but can move with the product itself. It also opens a direct path to the consumer, where product information, provenance, and additional content can be accessed through the same code.
This changes the role of packaging
Instead of acting only as a physical identifier, it becomes a point of interaction. Product information, usage details, and brand content can all be accessed through the same code, linking what happens in production more directly with how the product is experienced in market.
Building on Existing Systems
The model itself is not new. Industries such as pharma have already built systems around serialisation and traceability. The processes are established. What is changing is how those approaches are being applied in food and consumer goods.
“It is not new territory. The processes and standards already exist. The opportunity is to apply them in a way that fits consumer goods production,” said Ditscher.
For many manufacturers, this builds on what is already in place.
Codes are already used to support logistics and internal processes. Extending that to include more structured product data at item level strengthens how information moves with the product.
As manufacturers begin to work with 2D codes, the structure behind the data becomes more important.
“The code may look simple, but what sits behind it is a defined structure that determines how that information can be used,” said Ditscher.
This is where implementation becomes more deliberate.
Rather than being treated as a simple upgrade, 2D codes rely on alignment between data structure, print quality, and verification. When these elements are aligned, they support a more consistent flow of information across systems.
Getting this right early allows manufacturers to build on existing processes without adding unnecessary complexity later.
It also creates a clearer foundation for future applications, where the same code can support multiple use cases across production, logistics, retail, and consumer interaction.
What Changes on the Line
In practice, the shift happens on the line.
Where codes carry variable or batch-specific data, they are applied during production rather than fixed in packaging design. This brings marking, inspection, and data handling closer together.
“There are also new requirements for codes on cartons and shipping labels. Manufacturers are looking to meet those using integrated systems that can manage different formats and applications,” said Ditscher.
As more information is carried within the code, consistency becomes more important.
Print quality, positioning, and verification all influence how reliably codes can be read across different environments. Ensuring that codes are applied clearly and checked at the point of production supports consistent scanning later, whether in distribution, at retail, or by the consumer.
This is where inspection and traceability systems form part of the process.
Rather than acting as a separate step, they support how information is applied and confirmed at the point of production. This helps ensure the data linked to each product can be used reliably as it moves through the supply chain.
Wipotec has focused on bringing these elements together, combining weighing, inspection, and track and trace capability within the same system. Since establishing a presence in Australia in 2022, the company has extended support across New Zealand and the wider region.
“By making these systems available locally, we help companies adopt advanced solutions without long lead times or logistical hurdles,” said Colin Seddon, Managing Director Wipotec Australia.
Manufacturers are also able to test systems using their own products before rollout.
“Seeing the results firsthand gives teams a clearer understanding of how the technology works in their own environment,” said Seddon.
As 2027 approaches, the discussion is moving beyond the code itself to how product data is created and used across the supply chain. This is extending what production systems can support, both internally and in how information is shared more widely.
The code may look familiar. It is becoming part of a wider system for managing product data.
