In the first of a 3-part series we’ll explore the many, varied benefits on offer with GS1 Digital Link QR Codes. In this first part we’ll deep dive on the benefits available to brands.
Across every sector, packaging is being asked to do more than ever. Brands are navigating increasing data requirements, growing expectations for transparency, and a need to communicate more clearly with consumers, all while operating within the tight physical limits of a product label.
For many producers and suppliers, the question is the same: How can we deliver more value, more information, and more trust without redesigning the entire pack?
QR codes powered by GS1 offer a future ready solution. As next generation barcodes, they combine the efficiency of traditional GS1 identification with the power of the digital world, enabling a single on pack code to support multiple functions, from retail operations to consumer engagement.
A Smarter Way to Use Limited Packaging Space
Packaging real estate is finite. Once mandatory information is included, there is often little room left for brand stories, detailed product information, sustainability credentials, instructions, or extended messaging.
QR codes powered by GS1 allow brands to break free from that limitation.
With a single QR code on pack, producers can provide a seamless digital experience linking directly to:
• ingredient and sourcing information
• allergen and nutritional details
• instructions, recipes, or usage guides
• certifications and sustainability information
• provenance or brand heritage stories
• product support and post purchase care
Irish example:
The Nature of Things, an Irish producer of natural oils and fragrances, uses QR codes powered by GS1 to share deeper product stories and support transparency as they prepare for future regulatory requirements.
Building Consumer Trust Through Transparency
Consumers want clarity about what they are buying: ingredients, allergens, sourcing, sustainability, and safety information all influence purchasing decisions.
QR codes powered by GS1 allow brands to present trustworthy, brand verified information instantly, at home or in store. This strengthens trust and helps consumers make informed choices.
Irish example:
Kinsale Mead — Ireland’s first brand to launch GS1 powered QR codes — uses them to connect each bottle directly to dedicated product pages. Producers can update the linked content without changing the packaging, allowing them to evolve their story as their products develop.
Supporting Accessibility and Inclusive Design
Digital product information can be accessed using screen readers or voice assistants, helping to support people who are blind or partially sighted. This is an important step in making product information more inclusive and accessible for everyone. Zappar in the UK is working with leading grocery brands to enable accessibility for the blind and partially sighted. Read more here.
Staying Ahead of Regulatory and Sustainability Requirements
Regulations are changing rapidly. The industry is moving toward greater transparency through initiatives such as:
• Digital Product Passports (DPP)
• Extended Producer Responsibility (EPR)
• Eco design and packaging requirements
• Increased expectations for recycling and sustainability data
Because QR codes powered by GS1 connect structured, updatable digital information to the physical product, brands can adjust quickly without costly relabelling.
Irish example:
Celtic Tweed has adopted QR codes powered by GS1 and Digital Product Passports to prepare for upcoming EU sustainability legislation, enabling them to combine heritage craftsmanship with modern digital transparency.
Improving Operational Efficiency and Supply Chain Visibility
GS1 compliant QR codes also support supply chain needs. Since they include the GTIN, and can optionally hold batch, lot, expiry, or serial number data, they can be scanned at POS and integrated seamlessly into existing retail systems.
This supports:
• accurate inventory
• traceability and product withdrawals
• stock rotation
• improved quality control
• waste reduction
Brands and retailers both benefit from these efficiencies.
Enabling Personalisation, Loyalty and Ongoing Engagement
QR codes powered by GS1 also enable brands to deliver evolving, personalised digital experiences, such as:
• loyalty links
• promotional offers
• interactive content
• seasonal stories
• updates throughout the product lifecycle
Because the content can be updated without redesigning the pack, brands can keep communication current long after the product is in market.
Irish Ecosystem: Support for Digital Link & QR Adoption
Ireland also has a growing ecosystem of packaging, technology and software partners that help brands implement GS1 Digital Link and next generation QR codes, from label and print specialists to software developers offering Digital Link management, QR generation, data hosting and packaging integration services.
This means brands can adopt QR codes powered by GS1 without needing deep technical expertise. Local partners including Kinset, QR Squared and Digital Link ensure smooth implementation, compliant QR creation and practical support.
Why This Matters Now
The global retail landscape is moving toward 2D barcodes at checkout. As scanning infrastructure evolves and shopper behaviour shifts toward mobile based information access, QR codes powered by GS1 represent a natural evolution of the barcode.
Early adopters gain the advantage of:
• future proof packaging
• streamlined compliance
• richer consumer engagement
• stronger digital identity
Getting Started
Brands looking to adopt these QR codes can begin with a few simple steps:
1. Ensure product GTINs are correctly assigned and up to date.
2. Prepare accurate, trusted product data.
3. Build or designate a digital product page for consumer information.
4. Generate QR codes using GS1 Digital Link standards.
5. Start with a select number of products and expand over time.
The transition can be phased gradually into existing packaging update cycles.
Conclusion
QR codes powered by GS1 open new possibilities for how brands communicate, comply, and connect. They transform packaging from a static surface into a flexible, dynamic gateway that supports richer product storytelling, improved trust, better operations, and a more interactive consumer experience.
For producers and suppliers, adopting this technology now means preparing confidently for the future of retail, regulation and digital engagement, all through a single, smarter code.
To learn more about the benefits of QR Codes powered by GS1 join our in-person workshop on Thursday 26th February.
