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2D Barcodes for Producers and Packers

2D barcodes offer producers and packers a powerful way to share more data, build brand trust, and meet the growing expectations of retailers and consumers. Here’s what you need to know.

Connect, protect, and trace right from the packhouse?

From export authentication to enhanced traceability, 2D barcodes can carry a wealth of information in a small space, accessible to both trading partners and smartphone-carrying customers.

 

Do you need 2D barcodes?

Transitioning to 2D barcodes may require an investment in in-line printing and data systems, so it’s important to understand the value it brings to your operation.

2D barcodes could be right for your business if:

  • You produce or pack high-value items that would benefit from item-level traceability
  • You’re exporting and need to demonstrate authenticity to overseas customers
  • You want to offer consumers more product detail, such as provenance or usage information
  • You’re using QR codes now and want to unlock the benefits of GS1 standards
 

Benefits of 2D barcodes for producers and packers

 
  • Brand protection & anti-counterfeiting: Prove product authenticity and reduce the risk of fakes with detailed data embedded in the code.
  • Stronger consumer engagement: Link to webpages with brand stories, videos, recipes or sustainability info using GS1 Digital Link.
  • Better traceability and recall management: Enable item-level tracking, which reduces risk and allows for faster, more targeted recalls.
  • Smarter packaging: Store more data in a smaller barcode, freeing up space on your label or pack design.
  • Error protection: Built-in redundancy ensures your barcode remains scannable, even if damaged in transit or handling.

How to transition to 2D barcodes

 

Are you supplying to Woolworths?

Meat and fresh food categories are already transitioning to 2D barcodes in Woolworths stores in New Zealand. Check the latest guidelines from GS1 and Woolworths to ensure compliance.

 

Step 1: Evaluate your current barcodes and needs

Look at your existing packaging and decide whether 1D codes are limiting your ability to share key information, like batch details or provenance. If you’re already using QR codes, consider upgrading to GS1-compliant 2D barcodes to gain supply chain and point-of-sale benefits.

 

Step 2: Choose your data and code type

Select either a GS1 DataMatrix or QR Code depending on your use case. Work out which data points (such as batch, expiry, or GTIN) are needed and match them to GS1 Application Identifiers.

Step 3: Upgrade in-line printing and software

Depending on your use case, you may need to upgrade your coding, labelling and database systems to support variable data.

Talk to Reynolds about choosing the right printing solution for your production line.

2D barcode implementation checklist for producers and packers

  • Print quality: Use high-resolution digital printing to ensure readability across the supply chain
  • Material compatibility: Choose matte label stock, especially for chilled products. Test substrates before full rollout
  • Contrast and colour: White background is best. Avoid dark or patterned surfaces
  • Size matters: Choose barcode dimensions based on your print process and equipment DPI
  • Verification program: Check barcode quality with GS1 verification to meet trading partner requirements, especially if supplying to Woolworths

FAQs

Do I need 2D barcodes?

It depends on the type of information you want to include on your packaging. If there’s no need to share additional machine-readable data, like batch or expiry dates, then switching to 2D barcodes may not be necessary.

What is the cost of moving to 2D barcodes?

The biggest cost is usually upgrading your in-line printing systems and software. This will vary depending on your product, packaging, and production setup.

It’s also worth considering the cost of not moving to 2D barcodes. Could counterfeit products damage your brand? Will traceability and trust help you stand out in export markets? If so, the investment may pay off quickly.

How do I get started?

Talk to your coding, labelling or packaging solution provider early. They can help you assess your current setup and guide you through the right technology for your needs, whether you're printing fixed or variable data.

Which 2D barcode do I need for Woolworths?

Woolworths requires the GS1 DataMatrix symbol, in a square pattern (equal X and Y dimensions).

Does the 2D barcode replace the current 1D barcode on my products?

Not yet. Many retailers are still using linear scanners and can’t process 2D barcodes. Until all systems are upgraded, products should display both a 1D and 2D barcode.

What should be included as human-readable text?

Human Readable Interpretation (HRI) is the text printed exactly as it appears in the barcode. Because 2D barcodes can carry lots of information, it’s not practical to display everything. However, the GTIN must always be printed under the barcode so it can be manually entered if needed.

How much on-pack space is needed for a 2D barcode?

It depends on your packaging material, printing resolution and the scanning environment. The key is to ensure the barcode is printed clearly and consistently.

Refer to Section 5.12.3.1 of the GS1 General Specifications for detailed guidance on size requirements for products scanned at retail POS.

What are GS1 Application Identifiers (AIs)?

AIs are short codes that tell scanners what each piece of data in the barcode represents. Each AI is made up of 2–4 digits and precedes its corresponding data.

Common AIs include:

01: Global Trade Item Number (GTIN)
391: Sell price
310: Net weight (in kilograms)
17: Use by / Expiry date
15: Best before date
10: Batch / Lot number