2D Code: One for All

We spoke with Thomas Fell, Lead GS1 Germany, and Thomas Vollmuth, Head of Brand Owner Management at Koenig & Bauer, to shed light on the potential, challenges, and future of this pioneering technology.

What do you see as the opportunities and future of 2D codes?

Thomas Fell: The future of 2D codes is groundbreaking. These codes, such as the QR code and the GS1 DataMatrix, go far beyond the functions of the traditional barcode. They enable the linking of significantly more extensive information – in real time and at the product level. This opens up new potential for track- and trace , counterfeit protection, and direct consumer communication. For industries such as food, healthcare, or consumer goods, 2D codes are a key component of digital transformation.
 

What are the key benefits of the introduction of dynamic 2D codes over one-dimensional codes?

Thomas Fell: When we link a 2D code with the GS1 Digital Link standard, we refer to it as a dynamic 2D code. Unlike static barcodes, they allow the provision of product-specific, granular information – such as expiry dates, batch numbers, or additional digital content. This enables improved recalls, personalised offers, and efficient fulfilment of regulatory and sustainability requirements – all via a single code. The dynamic 2D code on the product remains the same, but the information behind it is variable, depending on where, when, and with which device the code is scanned by whom.

In general, do you think there is sufficient awareness of the transition changes that could come from as soon as next 2028?

Thomas Fell: First of all, it is important to understand that the transition to 2D codes on products is not mandatory. Through the migration project, we offer manufacturers the opportunity to add a 2D code by the end of 2027 and to replace one-dimensional barcodes with 2D codes on their products from 2028 onwards. The migration ensures that by the end of 2027, checkouts will be able to read prices from 2D codes. Which barcode appears on a product is entirely up to the manufacturer. 

Currently, early adopters are engaging with the technology and implementing it in selected cases. Certainly, a large proportion of companies – especially SMEs – are not yet sufficiently prepared. That’s why it’s important that we stay connected, continue to exchange ideas, and use real-life use cases to illustrate the potential of 2D codes.

Thomas Vollmuth: Although the switch to 2D codes is not required by law for brand manufacturers, there is a possibility that retailers will make it mandatory. Major retailers such as Migros and Coop have already announced that they may switch to 2D codes entirely.

What suggestions do you have for how organisations can move forward together with their partners?

Thomas Fell: It’s part of our GS1 DNA to emphasise that “together is better than alone.” For decades, we have offered our customers a neutral platform for exchange. Sharing knowledge, learning from each other, and shaping things together helps us move forward more quickly and sustainably – including on this topic. Specifically for the 2D migration, this is being lived out in an expert group of users from industry, retail, and solution partners, alongside our standards professionals.  
It is also important to involve packaging manufacturers early in strategic discussions and inform them about technical requirements. Brand manufacturers benefit from best-practice examples to understand the concrete benefits and ROI. Retailers should be involved through pilot projects and test environments to experience the advantages in practice – at the checkout, in logistics, or in customer interactions.
 

How important is a coordinated approach?

Thomas Fell: As mentioned: together is better than alone. A coordinated approach is absolutely essential. No one can make significant progress alone. A fragmented or propriotary implementation would lead to inefficiencies, uncertainty, and higher costs. Only through a shared understanding of standards, technical requirements, and timelines can the full potential of 2D codes be realised.

Thomas Vollmuth: From a global perspective, all this also requires a harmonisation of the regulatory requirements for 2D codes in order to facilitate international trade – and this is precisely the issue that GS1 is currently addressing.
 

What benefits do you see for your customers?

Thomas Fell: The 2D migration allows us, as enabler for our customers, to anticipate trends, co-create solutions to challenges, and effectively support their digitalisation. The shift to the new barcode generation helps market players continue their journey as competitive actors who see dynamic 2D codes as a response to growing demands from legislation and consumers.

Thomas Vollmuth: Dynamic codes open up a wide range of opportunities for 'early-stage customisation'. By means of track & trace, this enables improved supply chain transparency and optimised inventory management. The codes can be used, among other things, as data carriers for quality data (production data and best-before date) and for recording CO2 emissions.

In addition, 2D codes enable seamless integration into the world of Connected Packaging by directing consumers directly to product pages, individual offers or interactive brand experiences. Companies gain valuable real-time data about customer interactions, which can be used for personalised campaigns and optimised marketing strategies. In this way, Connected Packaging becomes not only a tool for higher engagement, but also a disruptive game changer for brand loyalty and data-driven marketing.

What seems to be the biggest hurdles for the implementation and which key benefits do you see for the CPG market?

Thomas Fell: The biggest challenges in transitioning from linear barcodes to 2D codes lie in integrating new technologies, training supply chain managers, shop floor and checkout staff in retail, as well as consumers, managing costs, handling data, and embedding within supply chains. 

At the same time, the CPG market stands to gain enormous benefits: improved product safety, more efficient recall management, reduced food waste, and the fulfilment of sustainability goals. Consumers receive transparent information directly on the product.
 

How do you see the role of Koenig & Bauer helping those companies to proceed  with the transition?

Thomas Fell: Koenig & Bauer, like other GS1 Germany Solution Partners, plays a strategic role as a technology partner. Their printing systems enable the integration of high-quality, dynamic 2D codes on an industrial scale. Thanks to their close ties with packaging manufacturers and brand owners, they are ideally positioned to support implementation both technically and in an advisory capacity.

Do you see any preference to implement new equipment either at the Brand Owners manufacturing lines to print unique codes or to ask the converters to provide packaging with (unique) 2D codes?

Thomas Fell: Both models are valid. Brands that want full control over serialisation tend to opt for in-house systems. However, for many – especially medium-sized – companies, it is more efficient to outsource coding to packaging partners. What matters is that both options remain viable – with clear, uniform standards as a common foundation.
 

How can the consumer benefit from this new transition?

Thomas Fell: 2D codes provide instant access to information such as origin, ingredients, sustainability data, and much more – directly via smartphone, right at the shelf, and later, i.e. at home.  

Take, for example, a pair of Bluetooth headphones. When making a purchase decision in-store, I want more information than what’s printed on the packaging. I scan the QR code and receive details such as technical specifications, test results, or customer reviews. Scanning the same code again at home, a video tutorial helps me with the initial setup and guides me to an app for sound personalisation. And because I’ve used the headphones intensively over a long period and now notice a defect, scanning the code tells me whether the product is still under warranty and how to contact customer service. One code for everything. This creates many positive product experiences and strengthens the relationship between consumer and brand. Finally the product itself will become the communication channel to the User along the entire Lifecycle of the Product.

Thomas Vollmuth: Companies gain valuable real-time data about customer interactions, which can be used for personalised campaigns and optimised marketing strategies. In this way, Connected Packaging becomes not only a tool for higher engagement, but also a disruptive game changer for brand loyalty and data-driven marketing.