Sunrise 2027 is more than a technology update. It marks a fundamental shift in how products are identified, traced, and communicated across the supply chain and at the shelf.
For more than 50 years, the UPC has been the backbone of retail. Now, with GS1 Sunrise 2027, the industry is moving toward standardized 2D QR codes that carry richer, interoperable data. This change impacts packaging design, compliance, consumer engagement, and long-term brand strategy.
At Whitlam Label, the focus is helping companies understand what’s changing, why it matters, and how to move forward with confidence.
What Is GS1 Sunrise 2027?
GS1 Sunrise 2027 is a global initiative led by GS1 to modernize product identification at point of sale and across the supply chain.
At its core, the initiative replaces traditional UPC barcodes with standardized 2D QR codes that can hold significantly more data, while remaining scannable by retailers, logistics partners, and consumers.
This is not a trend. It is a structural upgrade to how retail works.
Why the QR Code Is Replacing the UPC
The traditional UPC can answer only one question: What is this product? The new 2D QR code can reveal much more about a package or product.
Supply Chain Traceability
With serialized and standardized QR codes, products can be scanned at multiple touchpoints throughout the supply chain. This creates a visible product history, enabling better recalls, verification, and accountability.
Access to Critical Product Information
From a single scan, consumers and partners can access:
- Safety data and alerts
- Digital leaflets and instructions
- Food and pharmaceutical details
- Batch-level information
All without crowding the physical label.
Sustainability and Recycling Transparency
QR codes also unlock sustainability data. Brands can share:
- Material composition
- Environmental attributes
- Recycling and disposal instructions
This helps consumers make informed decisions while supporting regulatory and retailer expectations.
Designing Labels for the GS1 Sunrise 2027 QR Code Transition
Technology alone is not enough. Execution on the package matters.
Whitlam Label works at the intersection of compliance, print quality, and consumer experience, translating digital requirements into physical labels that perform in the real world.
GS1-Compliant QR Code Construction
QR codes must meet strict GS1 requirements for:
- Data structure
- Error correction
- Scannability at retail
Ink color, contrast, and placement all matter. Design flexibility exists, but only within technical guardrails.
QR Code and UPC Co-Location
During the transition period, GS1 recommends placing the QR code near the existing UPC. This ensures compatibility as retailers gradually upgrade point-of-sale systems.
Getting this right now avoids costly redesigns later.
Why Early Adoption Matters
QR codes surged during COVID, but consumer engagement stalled due to inconsistent execution and limited value.
Sunrise 2027 changes that equation. This is a chance to:
- Be an early mover rather than a late adopter
- Learn best practices before mandates tighten
- Test serialization and data strategies incrementally
- Reduce friction for consumers as scanning becomes native behavior
As technology evolves, barriers to engagement continue to fall. Brands that prepare now will benefit from a smoother transition.
How Whitlam Label Helps Brands Prepare
Whitlam Label approaches Sunrise 2027 as a partnership, not a transaction.
The goal is to simplify complexity and guide brands through:
- Label design optimization for shelf and digital performance
- GS1 and retailer compliance requirements
- Serialized and non-serialized 2D code implementation
- Print execution that protects scan reliability
In short, Whitlam Label acts as the easy button, helping brands move from planning to execution without guesswork.
Preparation is Key
The GS1 Sunrise 2027 QR code transition is not just about barcodes. It’s about unlocking brand possibilities, improving transparency, and future-proofing packaging for the next generation of retail.
Companies that start now gain clarity, confidence, and control. Those that wait risk scrambling to comply.
Whitlam Label is here to help brands navigate what’s next, from soup to nuts, with precision and purpose.
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