The new labels and packaging adopting the GS1 Digital Link standard connect each product to a digital address via a QR Code, using the same identifier that makes it recognizable across the supply chain (such as the GTIN behind the barcode). The benefit is not only technical: it is primarily about marketing and sales. One single access point can deliver different content depending on who scans (consumer, buyer, distributor, logistics), while keeping everything consistent and well organized. GS1 brings communication, product data and commercial tools together, turning the label into a stable channel to inform, persuade and sell.
Below we outline the key points for food and beverage companies - from production to distribution and retail - and the practical elements that help you make informed decisions and maximize the benefits.
- The transition to new labels
- Operational requirements for distributors
- One QR, many contents: a marketing and service hub
- When the QR enters the supply chain: governance and controls
- Tailored traceability
- What matters for distributors and buyers
- The decisions managers must oversee
- Inform, persuade and sell
The transition to new labels
In recent years, many brands have added a QR code to the label mainly for communication: linking to a campaign page, a video or a promotion. But expectations across the supply chain are changing. For producers, distributors and buyers, the goal is no longer just driving online traffic - it is turning the label into reliable, structured access to information and content that are genuinely useful: always up-to-date technical data, sales-ready commercial assets, documents for quality control and logistics, and content that strengthens the product's positioning for consumers as well.
This shift is being driven first by retail. Internationally, a transition is underway toward QR codes (also called two-dimensional or 2D codes) using the GS1 Digital Link standard. These can sit alongside, or gradually replace, the traditional barcode and, crucially, are designed to be read at checkout. The sector's stated goal is that by the end of 2027 stores will be able to read both traditional codes and the new 2D codes. For food and beverage producers, the label code is therefore no longer just a marketing feature - it can become part of the channel's operational requirements.
In other words, Digital Links can deliver practical, measurable benefits for distribution, and producers can gain an edge by adapting quickly and effectively to the change.
For a summary of the strategic and operational benefits, see also: "The Revolution of GS1 QR Codes: New Advantages and Potential for Food Companies".
Operational requirements for distributors
Beyond enabling marketing and sales content, a GS1 2D code is increasingly relevant for distribution because it can become a service tool for day-to-day activities in stores and across the logistics chain.
The purpose of the retail transition to 2D barcodes is to scan at checkout or in the warehouse a code that identifies the product in a standard way (as barcodes do today) but that can also include operational information such as the lot number and expiry date when needed. This enables very practical outcomes: helping retailers block the sale of expired products or items involved in a recall, improving inventory management and reducing waste and inefficiencies (for example by supporting stock rotation and, in some cases, automation).
From a distribution perspective, the label code can therefore support better safety, control and more accurate product management all the way to the shelf.
One QR, many contents: a marketing and service hub
QR-linked marketing content can be managed in full alignment with GS1 Digital Link, because the principle is to use one single digital product address based on the GS1 identifier (for example the GTIN) and make it the entry point to a set of content and services - for consumers as well as for supply chain stakeholders.
In practice, the QR contains a GS1 Web URI (a web address). It can open a consumer-facing information page (storytelling, videos, recipes, pairings, promotions), while the very same address can also be used to access sales-oriented assets (product sheets, packshots, brochures, certifications) and operational information (allergens, traceability, recall status) - all updatable in real time - without printing multiple QR codes. This happens through a redirection mechanism managed by the brand or a dedicated service, which routes each user to the most appropriate resource.
The standard allows the same Digital Link to route to different content types on request (for example a product page, an allergen sheet or a traceability page) using parameters and service "labels" recognized by applications. Additional parameters can also be appended to the URL to reflect role, required action or scanning context.
On the content side, it is best to maintain a "human" layer (fast, mobile-first, multilingual web pages with assets reusable for both trade and consumers) and, when needed, a "machine" layer (structured resources or versioned documents) for data integration and compliance checks. It is also important to tailor the experience to who is scanning: for example, a landing page that lets users choose a path (consumer or trade), alongside automatic rules based on language, country and device. Thanks to URL parameters, partner apps can also retrieve the right information immediately, so one single link can automatically lead to the most relevant page or document, depending on context and user (consumer content, distributor materials, or quality and logistics information).
In this way, Digital Link becomes a structured hub that combines marketing, sales support and technical information, while maintaining consistency and updatability over time.
When the QR enters the supply chain: governance and controls
A smart label only works when communication and product data move together. If the QR code is no longer just a link to a promotional page, but a channel used by buyers, importers and distributors to download spec sheets, verify ingredients, check allergens or access certifications, it is not enough for that content to be "somewhere on the website". It must be managed with the same discipline as internal product data, because the supply chain depends on accuracy, consistency and timely updates.
Data consistency
This is where master data come in - the product's official reference information: name, ingredients, allergens, nutrition facts, formats, weight, shelf-life, item code, logistics specifications, certifications and more. In many companies, these data live in systems such as ERP (managing orders, warehousing and production), or dedicated tools like PIM (Product Information Management, used to organize and distribute product data to catalogs, e-commerce and sales materials) and MDM (Master Data Management, ensuring consistency across systems). In some contexts, especially with large retailers, GDSN may also be used - a standard network for structured product data sharing between trading partners.
Governance and versioning
The key is that QR-linked content should sit on top of this information base and be fed by it. Otherwise, multiple versions quickly appear: an updated spec in the quality department, a different version sent to an importer months ago, and a marketing web page that is now out of date. Avoiding this requires governance (clear rules on who updates what, who approves, and which checks apply) and versioning: every critical document or data set should carry a version, an update date and, ideally, a change history. This way, scanners see the correct version and the company can demonstrate what was valid at a given time.
From this perspective, GS1 Digital Link should be seen as a stable access point that always leads to the right, up-to-date resource. In addition to a richer digital experience, it helps ensure that ingredients, allergens, certifications, technical sheets and logistics information used daily by distributors remain consistent, up to date and easy to retrieve.
Tailored traceability: what to encode to reduce risks and supply chain issues
Another key advantage of GS1-based 2D codes is that, in addition to identifying the product as traditional barcodes do, they can also carry operational supply chain data such as the lot number, the expiry date and, where needed, a unique identifier for the individual pack. GS1 guidelines explain that these additional elements can be encoded directly in the 2D symbol and that GS1 Digital Link can also connect scans to relevant online content (for example traceability pages or supporting information).
For example, during a recall, scanning the lot can immediately open a page confirming whether that lot is affected and outlining next steps, with up-to-date instructions and contacts. In logistics, the same approach can simplify receiving and handling, providing instant access to storage requirements, recommended temperatures, documents and packaging specifications. In some sectors, a unique identifier can also support anti-fraud and authenticity checks, where unit-level serialization is worth the investment.
The key point for decision makers is that there is no one-size-fits-all option: you must choose the identification level you actually need:
- Using only the GTIN is the simplest approach and already very effective for linking content and sales materials;
- adding lot and expiry increases value for control and operations (especially in retail and distribution);
- moving to a unique serial for each individual pack provides the highest detail, but requires more structured processes and higher investment.
GDO and buyers: why Sunrise 2027 can become a supply chain requirement
Retail increasingly refers to "Sunrise 2027", a GS1 target: by the end of 2027 stores should be able to scan at checkout not only traditional barcodes, but also new 2D codes (such as QR codes) that can carry and deliver more information. One point should be clear: this transition is voluntary and not a legal requirement. However, anyone working with large-scale retail knows that many "voluntary" initiatives quickly become a de facto standard once major retailers start including them in specifications and supply terms.
So even without a formal deadline, there may be a point at which a buyer begins to explicitly ask suppliers to be ready, especially in more mature markets and in categories under stronger pressure for efficiency and control.
For producers and export managers, this changes the project approach. It is not just about adding a QR code to the label, but about preparing for a more integrated model in which a GS1-based 2D code can consolidate functions that are often separate today. In practice, this means:
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bringing into one single touchpoint what is currently spread across checkout barcodes, marketing QR codes, and technical sheets and documents (often shared separately);
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reducing errors and inefficiencies across the supply chain, because the same code can support operational data for checks and handling;
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responding faster to trade requests by making product sheets, images, certifications and updated materials instantly available, without repeated PDF exchanges and mismatched email versions.
- supporting marketing (B2B and B2C), branding and sales
Moving early gives brands the opportunity to turn the label into a tool that simplifies distribution work while also strengthening how the brand shows up to buyers and consumers - with greater consistency and effectiveness.
What matters for distributors and buyers
From the distributor and buyer perspective, here is what is worth asking and checking when a supplier adopts a GS1 Digital Link QR code:
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Link stability: confirm the QR points to an address managed by the brand (and therefore stable over time), and that a policy exists to prevent broken links after website or platform changes.
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Dedicated trade path: ensure scanning quickly leads to a trade area with product specs, formats, shelf-life, storage conditions and commercial contacts.
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Always up-to-date, versioned documents: request that spec sheets and certifications show a revision date and version number to avoid outdated files circulating.
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Multilingual support: check that content is available in the languages of the markets you serve and that translated versions remain consistent.
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Sales-ready assets: request packshots, short and long descriptions, approved claims, and materials for catalogs and e-commerce (ideally available in a dedicated trade area).
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Operational information: check whether the producer's 2D code supports lot/expiry and whether recall and safety pages are available.
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Technical reliability: test loading speed and usability.
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Low-friction access: ensure essential documents do not require unnecessary registration or overly long steps.
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Owner and support channel: ask for a clear contact to report errors, issues and support needs (ideally backed by a "service contract" defining scope, services and minimum guaranteed levels).
Implementation: the decisions managers must oversee
Even without going into technical details, management should retain direct oversight of a few key areas. These decisions affect long-term continuity, content reliability, compatibility across channels and retailers, data governance, and coordination with technical partners. If these foundations are not defined and actively monitored, the risk is a QR code that does not work reliably and fails to generate value.
The project typically involves marketing, quality, IT and production, and often distributors/importers who will rely on the content in daily operations. That is why it helps to clarify key choices upfront, to avoid QR codes that only work in part, links that break after a redesign, or content that is hard to maintain.
1) Domain and link persistence: a strategic choice
The QR should point to a web address that remains stable over time. Best practice is to use a domain controlled by the brand and keep the "product identity" layer separate from the main corporate website. This way, if the site, agency or platform changes, the link still works. Redirection management also matters (the rules routing scans to the right page): without periodic checks, QR codes can become outdated or misaligned with the commercial strategy within months.
2) How much to encode in the symbol
A 2D code can encode only the product identifier (for example the GTIN) or also include lot and expiry. This is a strategic decision: more data increases operational value and use cases, but also increases complexity and printing requirements. If the URL becomes too long, the symbol must be larger or can become harder to manage on the label. Many projects benefit from starting lean and adding data only where the value is clear (recalls, expiry management, advanced traceability).
3) Coexistence with the traditional barcode
For a period - especially across markets and channels - it will be necessary to keep both the traditional 1D code (EAN/UPC) and the 2D code. This reduces operational risk by ensuring compatibility with systems that are not yet updated, while enabling 2D benefits over time. Producers and distributors should manage this transition with trading partners through a test and monitoring plan, to avoid checkout issues, warehouse errors and corrective requests later on.
4) Print quality and readability
If the code must work in stores and logistics, print quality cannot be treated as a purely visual detail. Materials, curved surfaces, varnishes, contrast, size and placement all affect scan performance. A practical management rule is to run real-world tests (across devices and conditions) and maintain print quality checks, because a hard-to-scan QR creates friction for the trade and frustration for consumers.
5) Content architecture and clear rules
GS1 Digital Link adds value by offering different content depending on who scans: consumers, buyers, quality teams, logistics. To do this without confusion, you need a clear map: which pages and documents exist, who maintains them, how often, and with what accountability. It helps to define who owns content and the commitments involved: who updates and approves, how often reviews happen, and how quickly errors must be fixed. In practice, this becomes a set of minimum service levels (often formalized as an SLA, Service Level Agreement) to keep information consistently up to date.
6) Measuring scans safely: data and privacy
From a marketing perspective, it is useful to track scan volumes, countries and products. But if measurement collects data that can be linked to an individual or a device, it may trigger privacy obligations under GDPR in Europe and under other applicable privacy laws in non-EU markets. This is manageable, but it must be set up properly: clear notice, data minimization, and consent mechanisms if non-essential cookies or trackers are used. The practical rule is to treat analytics as a proper project, not a simple "counter".
7) Coordinating marketing and technical delivery: one single steering point
Adopting GS1 codes and GS1 Digital Link cannot be managed in silos. Marketing defines objectives and content supporting sales and positioning, while technical teams ensure link stability, data consistency, integrations and print quality. Management should therefore ensure one coordinated steering point, with clear responsibilities and periodic checks (link audits and content reviews) to avoid unreliable QR codes and misaligned, hard-to-use content for buyers and trading partners.
Inform, persuade and sell
To decide what content to link to a QR code on the label, start from a simple fact: consumers scan mainly to get information that helps them choose with confidence and trust the product.
In the United Kingdom, for example, research cited by GS1 UK suggests that 56% of consumers would find it useful to access origin and sustainability information via QR. In the United States, a consumer survey commissioned by GS1 US reports that 76% of consumers want more product information due to rising costs, 71% say they read labels more carefully, and 66% say they would scan a code to get details such as freshness, ingredients and shelf life.
Another GS1 US study (Consumer Pulse) points in the same direction: 77% say product information is important, and having information available via a scannable code increases purchase intent (79%). The most requested information includes nutrition (53%), ingredients (37%) and country of origin (32%), as well as safety and update-related elements (such as alerts or recalls, mentioned by a smaller but meaningful share). In Europe, an Appinio survey for spiritsEUROPE across five countries reports that 75% say they have scanned a QR on a food or beverage product and almost half do so regularly, with a strong focus on trust (87% support rules that ensure the accuracy of digital information).
The key caveat is that stated intent does not always translate into behavior. An experimental study by the European Commission's Joint Research Centre (3,420 participants) shows that QR-based information access can remain limited: 37% never scanned and, on average, QRs were opened only 24% of the time. Operationally, this means that if you want the QR to work as a marketing and sell-out lever, you must remove friction and make the payoff immediate. The landing page should load fast, be smartphone-first, and show a first layer of useful information right away, without forcing users to dig through menus or PDFs.
A layered content structure often works well because it serves different needs without slowing down the experience:
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First screen (the first 10 seconds): a clear promise (a short message explaining what the user will find and why it is worth staying) plus 6-8 high-utility blocks (origin and supply chain, what makes the product different, practical usage tips, nutrition snapshot, sustainability and disposal, links to recipes or pairings).
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Deep dives: well-structured sections (ingredients and full nutrition facts, certifications, processes, FAQ, traceability or lot information when relevant).
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Brand content: short videos, storytelling, pairing ideas, purchase suggestions and "retail-ready" assets that support sales.
One last practical factor matters as much as the content: getting people to scan. Operational guidelines help here too: clear placement, sufficient quiet zone (clear space) around the symbol, and distance from pack edges improve scanability in real conditions (at home or in-store). If the QR is meant to become a brand touchpoint, treat it like a channel: a clear call to action on the pack, an immediate benefit, and a mobile experience that doesn't slow down shoppers as they choose at the shelf.