GS1 Sunrise 2027: The Transition from Linear Barcodes to 2D
What is Sunrise 2027?
GS1 Sunrise 2027 is a global initiative to enable 2D barcodes — primarily QR codes with GS1 Digital Link URIs — to be scanned at retail point-of-sale alongside traditional EAN/UPC linear barcodes. This doesn't mean linear barcodes will disappear overnight, but it marks the beginning of a transition that will fundamentally change how products are identified.
Why the Change?
Linear barcodes like EAN-13 can only encode a product identifier (GTIN). A 2D barcode can encode much more: batch numbers, expiration dates, serial numbers, and a URL linking to rich product information. This enables use cases that were impossible with linear barcodes:
- Dynamic product information — Consumers can scan to see ingredients, allergens, sustainability data, and recalls
- Traceability — Track products from farm to fork with batch and serial data
- Marketing — Direct consumers to promotional content, recipes, or loyalty programs
- Regulatory compliance — Meet emerging requirements like the EU Digital Product Passport
Timeline
Retailers have committed to upgrading their POS systems to read 2D barcodes by the end of 2027. Pilots are already running in 48+ countries. Major brands including PepsiCo, Procter & Gamble, and L'Oreal are actively testing 2D barcodes on their products.
What This Means for Businesses
If you use barcodes on your products, start planning now. You'll need to understand GS1 Digital Link, work with your packaging suppliers on 2D barcode placement, and ensure your product data is available via a web URI. The good news: your existing GTINs will remain valid — they'll simply be encoded in a new format.