Sunrise 2027 Is Coming: What Brands Need to Know About the Future of Product Packaging

For more than 50 years, the UPC barcode has been the universal language of retail. Every day, billions of products are scanned at checkout using the familiar 1D barcode. That standard is evolving.

The retail industry is preparing for Sunrise 2027, a global initiative led by GS1 to enable retailers to scan both traditional UPC barcodes and next-generation 2D barcodes—such as QR Codes powered by GS1 Digital Link—at the point of sale. Rather than replacing UPCs overnight, Sunrise 2027 marks the beginning of a new era where products can carry significantly more information in a single barcode.

For manufacturers, consumer packaged goods (CPG) brands, food producers, healthcare companies, and retailers, this change represents much more than a barcode update. It also creates new considerations for packaging design, print production, and label quality.

As a commercial printing partner, we’re helping customers understand what these changes mean—and how to prepare.

What Is Sunrise 2027?

Sunrise 2027 is an industry milestone established by GS1. The goal is for retailers to have point-of-sale systems capable of reading both traditional 1D UPC barcodes and standardized 2D barcodes by the end of 2027. These new barcodes can contain the product’s GTIN while also providing access to additional information through GS1 Digital Link.

Unlike today’s UPC barcode, a 2D barcode can support:

• Product authentication
• Batch or lot numbers
• Expiration dates
• Manufacturing information
• Recall and traceability data
• Sustainability information
• Consumer-facing web content
• Recipes, instructions, or promotional experiences

Consumers can scan the same barcode with their smartphones to access product information, while retailers can scan it at checkout using compatible POS systems. This creates one barcode that serves both operational and customer engagement purposes.

Why This Matters for Packaging

While Sunrise 2027 is often discussed from a technology or retail perspective, it also has major implications for packaging and print production.

The quality of a barcode has always mattered. With 2D barcodes carrying more data and serving multiple purposes, print accuracy becomes even more important.

Packaging teams should begin evaluating:

• Available space on labels and packaging
• Barcode size and placement
• Print resolution requirements
• Contrast between the barcode and background
• Variable data printing capabilities
• Overall package redesign opportunities

Poorly printed barcodes can create scanning issues that affect both consumers and retailers. Investing in high-quality print production helps ensure reliable performance across the supply chain.

Why Commercial Printers Are Becoming Strategic Partners

Implementing 2D barcodes isn’t simply adding a QR Code to existing artwork.

Many brands will need to revisit packaging layouts, label designs, production workflows, and quality control procedures.

An experienced commercial printer can help by:

Reviewing Existing Packaging

We evaluate current packaging to determine the best location and sizing for new barcode requirements while maintaining shelf appeal.

Supporting Variable Data Printing

Many 2D barcode applications involve dynamic information such as lot numbers, serial numbers, or expiration dates. Modern digital printing technologies can accurately reproduce variable data at production speeds.

Ensuring Print Quality

Barcode verification and print consistency become increasingly important as retailers rely on these symbols throughout the supply chain.

Preparing for Future Packaging Needs

Rather than waiting until 2027, companies can begin designing packaging that accommodates future barcode requirements while minimizing future redesign costs.

Benefits Beyond Checkout

Although Sunrise 2027 focuses on retail readiness, brands stand to gain additional advantages.

Potential benefits include:

• Improved inventory management
• Faster product recalls and traceability
• Better consumer engagement
• Enhanced product transparency
• Simplified regulatory compliance
• Reduced packaging clutter by consolidating information into a single barcode

GS1 recommends a phased “Crawl, Walk, Run” approach, allowing brands to begin implementing 2D barcodes now while expanding functionality over time.

Is It Time to Make Changes?

Not necessarily.

Sunrise 2027 does not require companies to immediately eliminate UPC barcodes. Instead, it encourages manufacturers and retailers to begin preparing their systems and packaging for the transition.

For many brands, the best time to incorporate 2D barcodes is during an upcoming packaging refresh, product launch, or label redesign.

Planning ahead allows organizations to spread costs across existing packaging updates rather than making last-minute changes as the deadline approaches.

How We Can Help

As packaging requirements continue to evolve, successful implementation depends on more than just graphic design—it requires thoughtful production planning and precise print execution.

Whether you’re updating labels, redesigning flexible packaging, producing folding cartons, or exploring variable data printing, our team can help ensure your packaging is ready for the next generation of retail.

Sunrise 2027 represents an exciting opportunity to create smarter packaging that works harder for your business and delivers more value to your customers.

The future of packaging isn’t just about what consumers see on the shelf—it’s about the information your packaging can deliver long after it leaves the press.

Ready to start preparing your packaging for Sunrise 2027?

Our printing specialists can help evaluate your current labels, recommend print-ready barcode solutions, and develop a roadmap that aligns with your production schedule. Contact us today to discuss how your labels can be ready for the future of retail.