What Sunrise 2027 is
Sunrise 2027 is an industry goal led by GS1 US: by the end of 2027, retail point-of-sale systems in the US should be able to read 2D barcodes as well as traditional UPC/EAN barcodes. The name echoes "Sunrise 2005", when US retailers had to start reading 13-digit EAN barcodes.
The 2D codes in question are QR codes using GS1 Digital Link (a web address that carries the GTIN) and GS1 DataMatrix. Both can hold much more than a 12-digit number.
Why retailers want it
- Expiry and lot at checkout: stop the sale of expired or recalled items automatically.
- Less waste: dynamic markdowns for products close to their date.
- One code for everyone: the same QR can ring up at the till and take shoppers to product info, instructions or ingredients.
- Traceability: serial and batch data for safety and supply chains.
What it means for small brands
- Your UPC isn't going away in 2027. Expect a long transition where packs carry both a UPC and a 2D code.
- Keep your GTINs. The 2D codes carry the same GTIN you already have from GS1, plus optional extra data.
- No action is required yet unless a retailer asks. Fresh food, health and beauty, and regulated products are likely to move first.
How to prepare
- Make sure every product has a proper GS1 GTIN (not a resold code). See how to get a barcode.
- When you next redesign packaging, leave space for a small 2D code near the UPC.
- Decide what the QR should link to: a product page that stays live for years.
- Test: our GS1 DataMatrix generator encodes GTIN, expiry and lot today; our sister site EasyQRCodeMaker makes QR codes.
This page explains a public industry initiative in plain English. Check GS1 US for official guidance and current timelines.