BARCODING & LABELLING
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n the past, on-product codes often consisted of little more than a human- readable best-before date or batch code. Today, they serve as a key enabler of business transformation across many sectors, including food, beverage and healthcare.
Organisations are recognising the value of printing technology as a conduit between physical objects and their digital identities. Through machine-readable 2D codes, including QR codes powered by GS1, companies can connect products to digital content, enabling greater visibility, connectivity and communication across global supply chains. At the heart of this transformation is
advanced variable data printing technology, capable of applying unique product information at fast production speeds. Today, advanced variable data printing solutions are helping businesses address key challenges, capitalise on new opportunities and respond to emerging industry trends. Demand-driven production: Late-stage
customisation of product packaging via advanced variable data printing technology can reduce the need for excess packaging inventory while improving responsiveness to market demands. Traditional packaging methods often require large inventories, lengthy setup processes and can generate significant material waste. By contrast, advanced variable data printing technology can allow businesses to customise packaging within factory settings. This flexibility can allow businesses to reduce costs, improve supply chain resilience and respond more effectively to market changes. Innovation and product development:
Innovation in printing technology can help brands create entirely new business opportunities. Digital dynamic printing technologies allow brands to explore cost- effective short-run production runs with rapid turnaround times within filling, packaging and manufacturing environments. By applying unique product information and dynamic 2D codes during production, businesses can quickly test new products, launch limited editions and enter niche markets more cost effectively. This agility supports faster innovation cycles and allows organisations to bring products to market more quickly. Product traceability: Traceable, on-product
2D codes equipped with granular product data, such as batch codes and expiry dates, or even item-level serial numbers, can deliver significant benefits at all stages of the supply chain. With access to more product data, manufacturers can gain greater visibility of products and machine performance during production, brands can gain insight into product movement and simplify recalls, retailers can improve stock rotation and consumers can benefit from improved transparency and authenticity verification. Multi-market compliance: Dynamic, data-
linked 2D codes can help manufacturers navigate increasingly complex regulatory environments. Rather than including all product information on-pack, organisations can use
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THE NEXT GENERATION OF PRODUCT IDENTIFICATION
By Craig Stobie, Global Business Development Director, Domino Printing Sciences
Industrial printing technology has evolved beyond its traditional role of simple product identification
2D codes to provide consumers and regulators with access to detailed ingredient information, instructions for use, sustainability data and compliance documentation. This approach relieves the real estate pressures on packaging, reduces the need for market-specific artwork, and helps streamline SKUs, supporting more sustainable production and packaging operations. Food waste reduction: Variable on-product
2D codes allow food and beverage products to link to traceability data that remains accessible throughout a product’s lifecycle. In the event of a recall, clearer packaging-level data can support more focused withdrawals and reduced removal of unaffected products from sale. Variable data elements within 2D codes can also support dynamic pricing models, with the potential to reduce food waste. One recent pilot project into dynamic pricing showed waste reduction of over 40 per cent with a 20 per cent increase in supply chain efficiency. Consumer engagement and personalisation:
On-product 2D codes also create connected packaging opportunities. By scanning a single code, consumers can access product information, usage instructions, provenance
SEPTEMBER 2026 | FACTORY&HANDLINGSOLUTIONS
details, sustainability credentials and digital experiences. Printed QR codes can even link to personalised augmented reality and other marketing experiences, allowing brands to connect directly with consumers through packaging. The ability to personalise products without significantly increasing production costs has become a key competitive advantage in many industries. In the past, industrial printing technology may have been regarded as little more than a regulatory requirement, an added cost that offered little value beyond compliance. Today, it is increasingly becoming a catalyst for business transformation. Advanced variable data printing technologies hold the key to connecting products with their digital identities, providing traceability, supply chain visibility and meaningful consumer engagement, while enabling businesses to meet complex regulatory demands more efficiently. As industrial printing continues to evolve, its
role in shaping more connected supply chains will only become more critical.
Domino
www.domino-printing.com
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