DATA-DRIVEN MANUFACTURING Kennedy’s Confection speaks to Stephen


Gryczka, Director of Strategy and Corporate Development at Markem-Imaje, to uncover how to leverage the benefits of GS1 Digital Link barcodes. “The shift to GS1 Digital Link 2D


barcodes supports the move toward data- rich manufacturing, in line with Industry 4.0. Consumers increasingly expect more transparency about product origins, nutritional facts, environmental impact and sustainability, etc. Right now, there is a gap between the consumer demand and the product data on the packaging provided by brands that needs to be addressed,” Stephen begins. Initiatives such as the Digital Product


Passport (DPP) aim to bridge this gap by providing comprehensive product details. “DPPs are expected to be adopted by the EU and mandated between 2026 and 2030. To stay ahead, brands should implement proactive strategies that align with these evolving standards and regulations,” he warns. GS1, the global organisation for data


exchange standards, has launched the Sunrise 2027 initiative to drive the widespread use of 2D or QR codes on product packaging, unlocking access to extensive product data across the value chain. “At Markem-Imaje, a global leader in innovative product identification, packaging intelligence, and connected product solutions, we see this as a powerful opportunity for brands to respond to consumer requirements, improve safety with enhanced traceability and engage directly with the consumer through elite brand experiences. “This transition can equip businesses


with real-time data on inventory, recalls and consumer behaviour. For consumers, it delivers transparency and boosts trust. For manufacturers and retailers, it creates a powerful data ecosystem to inform strategic decisions,” Stephen says. How can brands prepare to meet


regulatory expectations while also turning compliance into competitive advantage? “New EU regulations like the Digital Product Passport (DPP) and Deposit Return Schemes (DRS) demand that brands display more product information—including sustainability credentials and recycling guidance—on packaging. This shift, while regulatory, creates a window for innovation,” answers Stephen. “Markem-Imaje’s scalable GS1 Digital Link


platform supports everything from pre- printed codes to dynamic inline printing, integrating with high-speed production lines. This end-to-end approach empowers brands to exceed compliance, enhance supply chain visibility and deepen consumer relationships through seamless, interactive experiences.


THE SHIFT TO GS1 DIGITAL LINK 2D BARCODES SUPPORTS THE MOVE TOWARD DATA- RICH MANUFACTURING, IN LINE WITH INDUSTRY 4.0... RIGHT NOW, THERE IS A GAP BETWEEN THE CONSUMER DEMAND AND THE PRODUCT DATA ON THE PACKAGING


PROVIDED BY BRANDS THAT NEEDS TO BE ADDRESSED


“By adopting GS1 Digital Link early,


brands future-proof their packaging, gain operational efficiencies and differentiate themselves through transparency and engagement.”


Bridging the gap Helping brands bridge the data transparency gap between producers and consumers is a growing challenge, but Markem-Imaje support their customers through this: “Our scalable GS1 Digital Link platform can offer a direct connection to dynamic product data such as batch numbers, expiry dates, nutritional details and ingredient sourcing. Unlike traditional 1D barcodes, which only serve point-of-sale functions, these 2D codes provide deep traceability and interactive functionality. The GS1 Digital Link barcodes can boost supply chain visibility, inventory management, traceability and consumer engagement—all while future-proofing packaging,” he explains.


Markem-Imaje’s key connected solutions


Markem-Imaje’s suite of connected solutions assists brands in mastering the switch to GS1 Digital Link. There are seven tiers to choose from, including:


Tier 1: Digital Link 2D barcodes—to launch fast with smarter code management Tier 2: Create landing pages—to drive engagement with personalised experiences Tier 3: Professional services and support—the fastest path to connected product success with advanced consumer engagement applications


Tier 4: When you are ready for the next step and print inline—2D Retail Advanced Tier 5: When you want to boost value with variable data—2D Retail Pro Tier 6: When you need unique codes for every single product—2D Supply Chain Tier 7: Create landing pages including advanced production and 3rd party data integration —2D Engage


JULY 2025 • KENNEDY’S CONFECTION • 27


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