The retail industry is moving toward GS1 Sunrise 2027 and greater use of 2D barcodes at checkout.
Across the country, retailers and brands are preparing for one of the biggest shifts to product barcoding in decades: a movement from the traditional 1D barcode you already know (the UPC) toward 2D barcodes.
It’s our job to keep you informed and help you prepare. Here’s a break down of what’s actually changing, who it impacts, and what your team can start doing now.
What You Need to Know
Sunrise 2027 is a milestone in the transition to 2D barcodes. Starting your transition now, or at least considering it’s value and what it entails, is your chance to get ahead of the curve and deliver more value for your customers.
Today’s UPC barcode is built to do a specific job. It identifies your product.
A 2D barcode has the capability to carry much more. Along with your product’s identifying number (GTIN), it can hold or connect to information like:
- Lot and batch numbers
- Serial numbers
- Expiration dates
- Ingredients and allergens
- Recall details
- Product and sustainability information
- Usage instructions
- & More
Note: Not all 2D barcodes are GS1 compliant. UPC and 2D barcodes alike will need to follow the GS1 standards for this change.
GS1 Sunrise 2027 is the readiness milestone of a shift toward labels that can bridge gaps; connecting a lot more of the information your team, your retailers, and your customers actually need.
Who Does This Impact?
If your business depends on traceability, expiration control, recall readiness, or compliance documentation — this shift deserves your immediate attention.
- Grocery, Food & Beverage
- Health & Beauty
- CPG Brands
- Household Products
- Any brand whose products are being scanned at checkout
A 2D barcode can provide significantly more information while supporting new traceability and consumer-engagement use cases.
What This Means For Your Labels
Depending on your current setup, a transition to 2D barcodes may include:
- Updated artwork and label redesigns
- New barcode placement
- Running your UPC and 2D barcode side by side during the transition, since most retailers will need both for a while
Don’t worry… UPCs aren’t disappearing in 2027. Sunrise 2027 is primarily a POS-readiness milestone, not a mandatory UPC retirement date. Talk to our team to determine the best timeline for your team to consider the transition to 2d barcodes.
Having Quality Labels & a Reliable Partner Matters Now More Than Ever
A 2D barcode holds more data, which means higher stakes. Poor quality resulting in label failure is not an option.
Your material and print method matter too. Paper, film, BOPP, polyester, thermal transfer, digital print, flexo print, over-laminates, and varnishes can all affect how well a 2D barcode reads. Plus, your printer and label stock need to be able to keep up with variable data accurately, every time.
Where to Start: A Small Move Toward 2D You Can Make Today
If you’re not sure where your products stand or are ready to transition, a free labeling audit is the most practical next step.
Whether you’re a current Liberty client or not, we will provide a complimentary analysis of your current setup, and advise on next best steps (without any downtime).