INTERACTIVE PACKAGING


NOW IS THE TIME TO GET SERIOUS ABOUT CONNECTING DIRECTLY WITH CONSUMERS


Suzanne Callander gets some words of advice for confectionery companies looking to more closely engage with their consumers via interactive packaging.


T


he barcode on the back of every product has looked very much the same since the 1970s but that is now set to change, as


GS1, the global body behind the barcode, leading a transition from the traditional 1D barcode to a 2D barcode – usually a QR code carrying a GS1 Digital Link. Known as GS1 Sunrise 2027, the goal is for


52 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2026


retail checkouts worldwide to be able to read these 2D codes by the end of 2027, running alongside existing barcodes through the changeover. While the end of 2027, Sunrise 2027, will mark a milestone in the transition to 2D barcodes, being the date set to transition to the acceptance of 2D barcodes at point-of-sale (POS), it is not necessary


to implement all the capabilities of 2D by that date. However, GS1 advises brands to start the transition now to ensure they are ahead of the curve and are also able to deliver more value for both consumers and the business. The difference between the traditional


barcode and a 2D barcode is, essentially, about the information that the code is


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60