The GS1 2027 Sunrise Date is an industry readiness milestone marking when retailers are expected to support scanning of 2D barcodes, specifically QR Codes using the GS1 Digital Link Standard. It is not a mandate and not the end of the UPC. Instead, Sunrise 2027 provides a shared planning timeline for retailers, brand owners, and suppliers to begin transitioning from single-purpose UPCs to multi-purpose, data-rich 2D QR Codes.

This alignment is supported by the retail and consumer goods industry’s global endorsement statement:

This shared readiness target supports a broader transition to data-rich, connected product identification across global supply chains and helps companies align their packaging, labeling, and barcode printing strategies for the future.

Why Sunrise 2027 Exists

For over 50 years, the UPC has served as the primary retail barcode, carrying a single piece of data: the GTIN. As supply chains expanded, so did the need for detailed, on-package information such as:

• Batch/Lot Numbers
• Expiration Dates
• Serial Numbers
• Regulatory Attributes

A UPC cannot carry this information. GS1 standards addressed this limitation by enabling 2D QR Codes with GS1 Digital Link, which allow multiple data elements to be encoded in a structured, interoperable web-address format, creating a foundation for modern retail scanning and traceability requirements.

Sunrise 2027 exists to create industry alignment:

• Retail systems need a shared target for enabling 2D scanning.
• Brand owners need predictable timelines for packaging updates.
• Supply chain partners benefit from reducing fragmented adoption.

A single GS1 Digital Link QR Code contains the GTIN, optional additional elements, and a standards-based URI connecting to digital product information.

Sunrise 2027 - FAQ

What Sunrise 2027 Means for Brand Owners and Suppliers

Sunrise 2027 serves as a coordinated planning marker that helps companies modernize packaging, review GS1 data structures, and align barcode strategies with retailer expectations. It also ensures your printed barcode labels—whether UPCs or 2D QR Codes—remain fully compliant with evolving GS1 standards.

Key Implications:

• Retail Adoption Will Vary: Each retailer will adopt 2D scanning on its own timeline.
• Packaging Cycles Need Lead Time: Artwork, compliance, barcode placement, and barcode printing feasibility must be reviewed early.
• The GTIN Remains Unchanged: Companies do not replace GTINs; they simply express them in a data-rich QR Code.
• Dual Placement Is the Transition Strategy: Maintain your existing UPC while adding a GS1 Digital Link QR Code to packaging to ensure full scanning compatibility during the migration.

• Proactive Planning Reduces Rework: Addressing quiet zones, symbol placement, and data accuracy early prevents costly revisions.

For companies ordering printed UPC labels today, producing GS1-compliant QR Codes becomes a natural extension of existing workflows.

What Sunrise 2027 Means for Retailers

Sunrise 2027 is primarily about system readiness. Retailers aim to ensure their Point-of-Sale (POS) and back-end systems can interpret GS1 Digital Link QR Codes while continuing to support traditional UPC barcodes.

System Readiness Requirements:

• POS Must Reliably Read Both UPC and 2D QR Codes (Dual Placement): Scanners, firmware, and data-capture logic must be updated to consistently capture GTINs and additional data, regardless of which barcode format appears on the package.

• Systems Must Interpret Additional GS1 Data Elements: Retail systems must parse dates, lots, and serial numbers for use in inventory, recall, and compliance workflows.
• 2D Scanning Improves Traceability and Inventory Accuracy: Enhanced data supports expiration management, recall precision, inbound verification, and supply chain visibility.
• Adoption Timing Will Differ Across Banners: Sunrise 2027 creates alignment, but each retailer’s go-live depends on internal readiness and testing.

Sunrise 2027 - Business Advantages

A GS1 Digital Link QR Code supports capabilities not possible with a traditional UPC. The same symbol can encode the GTIN along with additional GS1 Application Identifiers such as batch/lot numbers, expiration dates, serial numbers, and regulatory data—while also embedding a standards-based URI.

This allows one barcode to function across POS, supply chain, regulatory, and digital environments without increasing label space.

Encoding richer data directly onto packaging enables:

• more precise traceability
• improved recall execution
• regulated product handling
• access to digital product information

Because the Digital Link standard evolves with global barcode requirements, early adoption reduces future packaging revisions and positions companies to meet retailer and regulatory expectations.

Conclusion

Sunrise 2027 gives retailers, brand owners, and suppliers a unified point to prepare for the next era of barcoding. It ensures POS systems can read QR Codes with GS1 Digital Link, provides companies time to align packaging and barcode printing workflows, and supports a more data-rich, connected supply chain.

The UPC will continue to be used, but Digital Link–enabled QR Codes introduce the capabilities required for modern supply-chain operations, traceability, and digital access, making it a practical upgrade path for companies modernizing their identification and labeling strategies.

As a GS1 US Channel Partner, OB maintains a team of AutoID professionals trained and certified by GS1 US. Through this blog, our team will share their expertise and highlight real-world applications of GS1 standards—covering UPC vs QR Codes, GS1 Digital Link, Sunrise 2027, and RFID technology.

There’s nothing you need to change today — the most important step right now is simply understanding what’s coming. OB will continue to be a clear, reliable resource as the industry moves toward 2D barcodes and GS1 Digital Link.

Follow along as we explore the next dimension of barcoding and help prepare your business for the future. Or reach out to us any time with questions or to place a new order!