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Industrybeginner6 min read

Sunrise 2027: What Brands Need to Know

By 2027, the global retail industry will begin accepting 2D barcodes — like QR codes — at the point of sale. This initiative, known as Sunrise 2027, is led by GS1, the organization behind the barcodes already on every product you sell.

If you make, distribute, or sell physical products, this affects you. Here's what's happening, why it matters, and what you need to do.

What is Sunrise 2027?

Sunrise 2027 is GS1's global initiative to transition retail from traditional 1D barcodes (the familiar lines you see on every product) to 2D barcodes — specifically, GS1 Digital Link QR codes.

The key date: by 2027, major retailers worldwide will begin accepting 2D codes at checkout, alongside traditional barcodes. This doesn't mean 1D barcodes disappear overnight — it means the industry is opening the door to a more capable format.

The transition has already started. Several major retailers in the US and Europe are running pilot programs, and GS1 has been working with point-of-sale system vendors to ensure scanners can read both formats.

Why is this happening?

Traditional barcodes have one job: carry a product number (GTIN). That's it. The same barcode on a bottle of olive oil tells the register "this is product X" whether it was made yesterday or six months ago.

GS1 Digital Link QR codes carry a URL that encodes not just the GTIN, but potentially:

  • Batch and lot numbers for traceability
  • Expiration dates for automated freshness checks
  • Serial numbers for anti-counterfeiting
  • Links to product information — ingredients, allergens, sustainability data, promotions

One code replaces what used to require separate barcodes, QR codes, and printed text. For regulators pushing food safety traceability (like the FDA's FSMA 204 rule in the US), this is a significant step forward.

What does this mean for your brand?

If you sell through major retailers

Your retail partners will eventually require GS1-compliant 2D codes. The timeline varies by retailer, but early adopters are already requesting them. Getting ahead of the curve avoids last-minute scrambles when mandates arrive.

If you sell direct-to-consumer

You're not under immediate pressure, but the same QR code that works at retail checkout can also link consumers to product pages, how-to content, loyalty programs, and reorder links. And every scan gives you data -- where your products are being scanned, how often, and by whom. Most brands have no visibility into what happens after a product ships. A QR code with a resolver changes that.

If you're in food, beverage, or health products

Traceability requirements are tightening. The FDA's FSMA 204 rule requires certain foods to carry detailed traceability data. A GS1 Digital Link QR code is the most practical way to encode that information on-pack. (More on the FSMA timeline below.)

What do you actually need to do?

Here's the practical checklist:

  1. Get a GS1 Company Prefix — If you don't already have one, register at gs1us.org (US) or your local GS1 office. This gives you the ability to assign GTINs to your products.

  2. Assign GTINs to your products — Each product variant (size, flavor, color) needs its own GTIN. If you're already using UPC barcodes, you already have these.

  3. Set up a GS1 Digital Link resolver — This is the web service that turns the URL in your QR code into the right destination. When someone scans your code, the resolver decides where to send them — product page, traceability data, retailer landing page, etc.

  4. Generate compliant QR codes — The QR code must encode a properly formatted GS1 Digital Link URI (e.g., https://id.example.com/01/09506000134376). Not just any QR code works — it needs to follow the GS1 Digital Link standard.

  5. Update your packaging — Work with your packaging printer to replace or supplement existing barcodes with the new 2D code.

How much time do you have?

Less than you think. Here's how the timeline plays out:

  • 2027 — Major retailers begin accepting 2D barcodes at checkout. Early adopters are already piloting them.
  • July 2028 — FDA's FSMA 204 rule begins enforcement. If you sell food products on the FDA's traceability list, you'll need detailed lot-level data encoded on-pack. A GS1 Digital Link QR code is the most practical way to meet that requirement.

Traditional barcodes won't disappear overnight — 2027 is when retailers begin accepting 2D codes, not when they stop accepting 1D codes. But packaging redesign cycles, retailer compliance conversations, and resolver setup all have lead times. The brands that start now will have their systems tested and running well before either deadline.

If you wait until 2027, you're scrambling. If you wait until 2028, you're late.

Where SunriseQR fits

SunriseQR handles steps 3 and 4 for you. Enter your GTIN, and we host a compliant GS1 Digital Link resolver and generate the QR code. No infrastructure to build, no spec to interpret, no resolver to maintain.

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