GS1 Sunrise: What it means for food brands and how to prepare

The Co-Founder of Buyerdock, the first digital product passport, explains the upcoming shift to 2D QR codes for Foods Connected and why food and drink businesses need to act now to avoid falling behind.

The food industry is undergoing a digital transformation. As supply chains grow more complex and retailers demand richer product data, transparency has become essential. At Buyerdock, we understand these challenges, and in partnership with Foods Connected, we’re helping suppliers and retailers prepare for GS1’s upcoming Sunrise 2027 initiative. 

Understanding traceability today

 Traceability is still inconsistent across the industry. Many businesses rely on spreadsheets, PDFs and legacy systems, creating data silos and errors. This can lead to: 

• Inaccurate product records 
• Delays in onboarding new suppliers or products 
• Challenges in managing allergens, nutrition and sustainability 
• Reduced visibility during recalls 

For brands looking to stay competitive, it’s clear that a standardised, digital approach is essential. 

So, what is GS1 Sunrise 2027?

GS1 Sunrise represents the shift to 2D barcodes with a GS1 Digital Link, carrying much more information than traditional linear barcodes. These codes can hold:  

• Batch numbers and expiry dates 
• Ingredient and allergen details 
• Sustainability and certification information 
• Provenance and supply chain data 
• Information to engage a consumer beyond compliance 

The initiative is already being trialled by leading retailers. Tesco has begun trials of GS1 QR codes on select meat and produce lines. Globally, companies such as Procter & Gamble, Carrefour and Alibaba have endorsed the transition to standardised 2D codes by 2027 (GS1). 

Why this change matters?

The traditional barcode is limited: it identifies a product but cannot communicate batch-level or provenance information, allergens or sustainability data. GS1 Sunrise solves this by providing: 

• A single, validated source of truth for all product data 
• Real-time, structured, machine-readable information 
• Consumer engagement opportunities through QR codes 
• Simplified compliance for retailers and regulators 

Retailers are starting to require this level of data and brands that are unprepared risk delays in onboarding or even exclusion. 

Preparing your brand for GS1 Sunrise

• Auditing current product data
• Aligning internal systems to GS1 standards 
• Updating packaging to accommodate 2D QR codes
• Centralising data into a single source of truth 
• Engaging suppliers to provide accurate and structured data 
• Adopting technology platforms capable of managing rich product information 

This is where our partnership with Foods Connected adds value. Together, we offer a complete solution to manage structured data, traceability, compliance, and digital supply chain transparency. 

Buyerdock ensures accurate, GS1-aligned product data that can flow seamlessly through to GS1 Digital Link QR codes. While Foods Connected provides visibility, risk management, and supplier compliance tools. 

Together, the platforms enable brands to integrate future-proof QR codes, manage sustainability and compliance data, fully traceable supply chains and leverage every product as a consumer engagement channel that supports storytelling, marketing, and sales growth. 

Unlocking consumer storytelling and commercial opportunities 

The Buyerdock GS1 QR codes are not just about compliance — they create a new sales and marketing channel directly on your packaging. Brands can use the code to engage consumers in ways that were previously impossible:

• Storytelling: Share the origin of ingredients, sustainability practices, or brand values. 
• Cross-selling and up-selling: Link directly to related products, recipe ideas, or bundles. 
• Influencer and social campaigns: Encourage sharing, reviews, or participation in digital campaigns via the QR code.
• Loyalty and promotions: Offer discounts, rewards, or exclusive content to consumers who scan the product. 
• Consumer insights: Track scans and engagement to understand what resonates with your audience globallY.

By turning every product into a digital touchpoint, brands can build trust, drive engagement, and even increase revenue — all while meeting retailer and regulatory expectations. 

GS1 Sunrise: next steps

GS1 Sunrise is accelerating and retailers are already preparing. Brands that act now can reduce risk, streamline onboarding, and meet both retailer and consumer expectations. Buyerdock, in partnership with Foods Connected, is ready to help your business be ready for Sunrise — transforming compliance into opportunity and turning QR codes into a new growth channel.