From Black Bars to Digital Bridges: What the Barcode Shift Means for Your Packaging

Written By Sharon Eucce

Is the UPC code going away? Not just yet—but it is getting a major upgrade.

Retailers like Walmart and Target are starting to scan 2D barcodes (think QR-style codes) instead of the traditional 1D UPC barcodes we’ve known for decades. If you're a product-based brand—especially in food, wellness, or consumer goods—this shift affects you.

And yes, it’s another thing to add to the packaging to-do list. But don’t panic. Here’s a short, clear rundown of what’s changing, what matters right now, and what you should be asking your printer or packaging supplier.

The Basics: What’s a 2D Barcode, and Why Now?

You probably know QR codes. They’re the square codes that open a webpage or app when scanned. A GS1 Digital Link (also a 2D barcode) looks similar, but it's smarter. It combines the product info used for checkout with the customer-facing info used for storytelling!

So instead of printing one code for scanning at retail and another for marketing, you’ll eventually just need one. And it can hold everything from the GTIN (Global Trade Item Number) to product stories, instructions, or traceability data.

✴️ Think of it as your product’s passport—scannable by everyone, everywhere.

The switch is being driven by retail efficiency and a need for more real-time data. For brands, it’s also an opportunity to connect directly with consumers—if implemented well.

What Should Brand Owners Do Now?

If you're not shipping to Walmart or Kroger yet, you may be thinking: Do I need to do anything right now?

Here’s the short answer: Keep it on your radar, and start asking questions.
Most small-to-mid-sized brands won’t be forced to switch overnight, but you don’t want to be caught off guard.

Here’s What to Ask:

  • Does my packaging supplier or printer support 2D barcodes like GS1 Digital Link?

  • If yes, do they recommend a specific code type? (QR? GS1 Digital Link?)

  • If I already use QR codes for marketing, can I combine functions into one smart code in the future?

  • Is my current artwork layout ready for this format shift?

  • Do I need to register a GS1 GTIN to be ready?

Barcode vs. 2D Code: What’s the Difference?

FeatureUPC/1D Barcode2D Barcode / GS1 Digital LinkLooks LikeVertical barsSquare (QR-style)Data CapacityLow (just the GTIN)High (GTIN + product info + marketing)Checkout CompatibilityStandard POS systemsNewer POS systems (rolling out)Consumer UseNoneOpens webpage, instructions, videosNumber of Codes Needed1 for checkout1 for all purposes (eventually)Requires GS1 Registration?YesYes

📌 Note: You still need your product registered with GS1 to create a valid GS1 Digital Link code.

A Real-World Use Case

Let’s say you sell skincare in both Whole Foods and direct-to-consumer on your website. Right now, you probably have a UPC code on your folding carton, plus a separate QR code leading to your brand story.

With a GS1 Digital Link, you can combine both into one square code. The store scans it to ring up the sale; your customer scans it to read about your sustainability story or product benefits.

It’s Coming, But You Can Ease Into It

No one’s forcing your hand today. But the packaging timelines we work with—especially for folding cartons or flexible packaging—can stretch 3 to 6 months or more. That means thinking ahead is just smart business.

For now, get familiar. Ask your suppliers if they support GS1 Digital Link. If you’re already using QR codes for promotions or education, you’re halfway there.

And if you're refreshing your packaging soon, it’s a great time to leave space for this future functionality. Your future self (and your customers) will thank you.

📽 Watch & Learn

Want to go deeper? This StartUp CPG webinar features GS1 experts explaining this shift in simple terms. Worth a watch—even if you’re not technical.

Sources & Additional Reading

We won’t generate your barcode, but we will make sure it doesn’t end up upside down.
Need help with packaging files that are ready for press? Let’s connect via email to begin! sharon@packagingchic.com

Sharon Eucce
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