2D codes for food manufacturers are no longer a future-facing discussion in the UK. As retailers prepare for GS1’s 2027 transition and Tesco expands the use of QR codes powered by GS1, manufacturers need to ensure their production lines can apply variable, standards-compliant and reliably scannable codes at speed.
Tesco’s transition of an own-brand sausage range to QR codes powered by GS1 shows that 2D codes are moving beyond trials and into everyday retail use. At the same time, GS1’s Ambition 2027 aims for retail point-of-sale systems worldwide to be capable of reading both traditional and 2D barcodes by the end of 2027.
For food producers, however, the question is not simply whether to add a QR code to a pack. The real question is whether the production line can apply variable, standards-compliant and reliably scannable codes at speed — without compromising uptime, packaging appearance or traceability.
A 2D code is more than a consumer QR code
A conventional EAN or UPC barcode identifies the product type. A GS1-enabled 2D code can carry much more useful information, including the GTIN, batch or lot number and expiry date.
This creates a single digital identifier that can support several functions at once:
- Product identification at checkout.
- Batch-level traceability.
- More targeted product recalls.
- Expiry-date management and reduced food waste.
- Access to consumer information, such as allergens, storage guidance or recycling instructions.
The important distinction is that a standard QR code is not automatically suitable for retail and supply-chain use. To work consistently across different systems, the code must use the appropriate GS1 data structure and be applied with sufficient quality for dependable scanning.
GS1 Digital Link provides the framework that enables this connection between the physical pack and digital product information.
Why food manufacturers need to look beyond artwork
It is easy to view 2D codes as a packaging-design project. In reality, they introduce a production-line challenge.
Food packaging lines often operate at high speeds, with frequent product changeovers and demanding environmental conditions. Flexible films, chilled packs, curved containers and reflective materials can all affect code contrast and readability.
A code that looks acceptable to the eye may still fail to scan consistently. This can create problems further down the supply chain, where retailers, distributors and quality teams depend on reliable product data.
Before introducing 2D codes, manufacturers should assess:
- The available print area and required code size.
- The data that must be encoded for each SKU.
- Contrast between the code and the packaging substrate.
- Code placement on flexible, curved or uneven surfaces.
- Production speed and line vibration.
- The effect of condensation, abrasion or handling on readability.
- Verification requirements during production.
The goal is not merely to mark a code. It is to produce a code that remains readable throughout its journey from the factory to the retailer and consumer.
Variable data makes coding technology critical
Unlike pre-printed packaging graphics, 2D codes may need to include live production data. This can include a batch number, best-before date, serialised identifier or a link to dynamic online content.
That makes the coding system a critical part of the process.
For manufacturers working with flexible packaging, the technology must be capable of producing sharp, high-contrast codes without damaging the film or creating unnecessary consumable costs. It must also integrate with existing line controls and product-handling systems.
Laser marking can offer particular advantages where permanent, precise coding is required. UV laser technology, for example, can mark certain flexible films with minimal thermal impact, helping manufacturers produce clear codes while maintaining pack integrity and presentation.
The right solution will always depend on the substrate, code content, line speed and required level of durability. Testing with the real packaging material is essential before making a final decision.
Verification should be part of the process, not an afterthought
A 2D-code project should include a clear verification strategy from the start.
Code verification checks whether the symbol meets a defined quality standard. It goes beyond simply confirming that a scanner can read the code at one moment in time. It assesses factors such as contrast, cell accuracy, damage tolerance and overall print quality.
This matters because a marginal code may scan successfully at the production line but fail later due to pack movement, surface reflection, transport damage or different scanner settings at retail.
An effective implementation plan should include:
- Defining the code format and data structure with the relevant GS1 requirements.
- Testing the code on the final production substrate.
- Validating readability at actual line speed.
- Setting acceptable quality thresholds.
- Monitoring performance through routine quality checks.
This approach helps avoid a common mistake: treating 2D-code implementation as a one-off packaging change rather than an ongoing manufacturing-quality requirement.
Start the transition without disrupting existing retail systems
The move to 2D codes does not need to happen overnight.
During the transition, many brands will continue to use traditional linear barcodes alongside 2D codes. This allows products to remain compatible with existing retail systems while manufacturers, retailers and packaging suppliers prepare for broader 2D adoption.
For food manufacturers, a phased approach is often the most practical:
- Start with a pilot SKU or product family.
- Select a format where traceability and expiry information add clear value.
- Test code quality and data handling on the live line.
- Review operational impact before expanding to further ranges.
This reduces risk while giving production, quality and packaging teams the experience needed to scale confidently.
2D readiness begins on the production line
The opportunity behind 2D codes is significant. Better traceability, more relevant consumer information and improved expiry-date management can all create value across the food supply chain.
But none of these benefits can be realised if the code is inconsistent, unreadable or difficult to produce at speed.
For UK food manufacturers, the next step is to evaluate how their current coding process will handle variable 2D data, changing packaging materials and increasing retailer expectations. The transition to smarter product identification starts with the technology, controls and verification processes already operating on the production line.
Macsa id helps food manufacturers assess coding applications and identify the most suitable marking technology for their packaging, production speeds and traceability requirements.
