Branston has become one of the first food brands to use the new Orca Scan GS1 Digital Link solution, which will replace current barcodes within three years and enhance the experience for supermarket shoppers.
While the new Digital Link QR code looks familiar, it marks a new era for the global retail industry as it’s powered by GS1’s Digital Link standard. This works by connecting physical products to the internet and giving each one a unique home page that brands can modify long after the product has left the production line (see video below).
Chutney maker Branston is an early adopter of the technology, becoming one of the first brands to have this new barcode on products sold in UK supermarkets, giving their consumers instant access to recipe ideas, ingredients and allergens, sustainability and recycling information via a scan with their smartphone camera.
The retail industry is set to make the transition to accepting 2D barcodes at point-of-sale (POS) or point-of-care (POC) by 2027. At this point, the traditional 1D barcode seen on packaging today will be phased out and upgraded to a GS1 Digital Link QR code.
However, all brands must keep the existing 1D barcode on products until 2027 to allow global computer systems to be updated to support the new GS1 Digital Link QR code.
