There’s a revolution coming to product packaging. By the end of 2027, traditional barcodes - the kind scanned at retail checkouts for decades - will be replaced by 2D barcodes like QR codes.

This shift is driven by GS1 Sunrise 2027 (or Ambition 27 in the UK), a global initiative moving all retail POS systems to support 2D barcodes. At the same time, moving brand owners beyond simple compliance toward more connected, data-rich packaging that benefits the whole value chain - from supply chain teams to consumers.

So why is the change happening, what are the benefits for brands, and how can they get ready?

Why Is Sunrise 27 Happening?

The simple barcode isn’t so simple anymore. Today’s consumers want more transparency, retailers want better data, regulators demand traceability, and brand owners want to do more with every square inch of packaging.

2D barcodes meet these expectations by enabling:

• Greater data capacity - from batch numbers to expiry dates to sustainability credentials

• Dual use at checkout and on-pack - scanned by both POS systems and consumers

• Links to digital experiences - from product info to loyalty, promotions, or recycling guides

• Support for regulatory tools - like Digital Product Passports in the EU

But making this shift isn’t as easy as swapping a barcode. It requires coordination across the entire product lifecycle.

What obstacles are brands facing?

There are a few common challenges that major brands are facing when it comes to introducing 2D barcodes:

• Siloed teams - Marketing, supply chain, compliance, packaging, and IT all play a role, but often work in isolation.

• Lack of dynamic infrastructure - Legacy systems weren’t built for real-time, rules-based barcode functionality.

• Misunderstanding the opportunity - Some treat it as a regulatory checkbox rather than a chance to create value.

• Limited visibility - Many brand owners don’t know where to begin or how to measure progress.

That’s why we created something to help.

Introducing: The GS1 Sunrise Checklist

To cut through the noise and help brand owners take meaningful action, we’ve developed a 10-step checklist for GS1 Sunrise/Ambition 27 readiness.

It walks you through the foundational steps - from internal audits and infrastructure planning to unlocking consumer engagement opportunities and measuring results.

Whether you’re in packaging, IT, marketing, or operations, this checklist will help you:

1. Understand the scope of the Sunrise mandate

2. Identify gaps in your current systems

3. Prioritise next steps

4. Build the case for smarter investment

Download the full checklist here to get started.

Built With the Whole Business in Mind

This isn’t just about compliance - it’s a chance to create real competitive advantage. By preparing now, brands can:

• Build first-party data strategies through owned QR touchpoints

• Improve inventory visibility and reduce packaging complexity

• Deliver differentiated experiences at the moment of truth

• Strengthen trust with consumers and retailers alike

As an official GS1 partner in both the UK and US, io.tt helps brands connect their physical products to digital experiences through scalable, rules-based ID management. From dynamic QR creation to global redirect logic, we support every stage of your transition.

Download the checklist and start preparing today - with the tools, partners and perspective that will take you beyond compliance and into innovation.