History of the barcode and the shift to 2D
The barcode on your packaging has barely changed in 50 years. The same pattern of black bars that first beeped across a supermarket scanner in 1974 still sits on most products sold today. That is about to change. GS1 Sunrise 2027 sets a hard global target for retail checkouts to read 2D barcodes by the end of 2027. This article covers where the barcode came from, why it lasted, and what the move to 2D means for brands selling into retail.
Who invented the barcode and when?
The barcode was invented by Norman Joseph Woodland and Bernard Silver, two graduate students at Drexel Institute of Technology. They filed a patent in 1949 and were granted US patent 2,612,994 on 7 October 1952. The original design was a bullseye of circles, built so a scanner could read it from any direction.
The idea started in 1948, when Silver overheard a food chain executive asking for a way to capture product information at the checkout. Woodland worked the problem until he landed on a system of lines of varying thickness, an idea he drew from Morse code. The pair patented it in 1952.
The technology then sat largely unused for two decades, because the laser and computing power needed to scan it cheaply did not yet exist. The invention was ready long before the world could afford to run it.
When was the first barcode scanned?
The first retail barcode scan happened on 26 June 1974 at a Marsh Supermarket in Troy, Ohio. The item was a 10-pack of Wrigley's Juicy Fruit chewing gum. It rang up at 67 cents. The gum was chosen to prove a barcode could be printed on something that small, and it now sits in the Smithsonian.
That scan marked the start of the Universal Product Code, the standard most people picture when they think of a barcode. Adoption was slow at first. Scanners and computers were expensive, and a store only saw the benefit once enough products carried a code.
By the 1980s the maths worked, and the barcode spread across grocery, pharmacy, and general retail. Today GS1 barcodes are scanned more than 10 billion times every day around the world, which makes the humble 1D barcode one of the most used pieces of technology ever built. For the full technical comparison, see our guide on 1D vs 2D barcodes.
Why is retail moving from 1D to 2D barcodes?
Retail is moving to 2D barcodes because a 1D barcode can only hold a product number. A 2D barcode, usually a QR code, holds the product ID plus batch, expiry, serial number, and a web link in a single symbol. GS1 Sunrise 2027 is the industry-led initiative driving retail point-of-sale to read these codes by the end of 2027.
A traditional barcode answers one question: which product is this? That was enough for 50 years. It is no longer enough. Brands now have to carry batch and lot numbers, expiry dates, ingredient disclosures, and market-specific compliance data, and a string of black bars cannot hold any of it.
A 2D barcode can. When a QR code is built on the GS1 Digital Link standard, the same code that scans at the till also points to dynamic web content. Our overview of the GS1 Digital Link standard explains how that structure works.
Rhys Williamson, co-founder of Orijin Plus, puts the shift plainly.
The pain is real, but the direction is set.
What is GS1 Sunrise 2027 and what is the deadline?
GS1 Sunrise 2027 is the industry-led initiative requiring retail point-of-sale systems to read 2D barcodes alongside traditional 1D barcodes by the end of 2027. The target date is 31 December 2027. It is not a government mandate. Real pressure comes from retailers, who will set their own timelines for accepting 2D codes on-pack.
The target is for checkout systems worldwide to extract the product number from both 1D and 2D barcodes by 31 December 2027. During the changeover, most products will carry both a linear barcode and a 2D code so nothing breaks at the till.
For brands, the practical work is straightforward. Generate a GS1-compliant QR code, set it up on your domain with your product number, and send it to your printer. You do not need a full packaging redesign to start.
Small Things Wine, an Australian wine brand, was one of the first independent producers to adopt GS1 2D barcodes after a Swedish retailer rejected its label as non-compliant. Founder Ian Batt explains why the format matters for anyone selling across borders.
If you are preparing for the deadline, the full requirements sit on our GS1 Sunrise 2027 page, and the broader standard is covered in what is GS1 Digital Link. Generate a compliant 2D barcode, host it on your own domain, and hand it to your printer.
FAQ
Who invented the barcode?
Norman Joseph Woodland and Bernard Silver invented the barcode while graduate students at Drexel Institute of Technology. They filed their patent in 1949 and received US patent 2,612,994 on 7 October 1952. The first design was a circular bullseye, chosen so a scanner could read it from any angle.
When was the first barcode used in a shop?
The first retail barcode was scanned on 26 June 1974 at a Marsh Supermarket in Troy, Ohio. The item was a 10-pack of Wrigley's Juicy Fruit chewing gum, sold for 67 cents. The pack was chosen to show a barcode could be printed on a small product, and it is now held by the Smithsonian.
How many times are barcodes scanned each day?
GS1 barcodes are scanned more than 10 billion times every day across the world. That figure covers retail checkouts, warehouses, and supply chains globally. It makes the standard 1D barcode one of the most heavily used pieces of technology ever created, which is part of why replacing it carries so much weight.
What is the difference between a 1D and a 2D barcode?
A 1D barcode is a row of vertical lines that holds a single product number. A 2D barcode, such as a QR code, stores data in two directions and can hold the product ID plus batch, expiry, serial number, and a web link. A 2D barcode carries far more information in the same physical space.
Is GS1 Sunrise 2027 a legal requirement?
No. GS1 Sunrise 2027 is an industry-led initiative, not a government mandate. The target is for retail point-of-sale systems to read 2D barcodes by 31 December 2027. Enforcement comes from retailers rather than regulators, and major retailers are expected to set their own timelines for requiring 2D codes on-pack.
Do I need to redesign my packaging for 2D barcodes?
No. Adding a GS1-compliant 2D barcode does not require a full packaging redesign. You generate a QR code built on the GS1 Digital Link standard, link it to your product number on your own domain, and add it to your existing artwork. Most brands run both a 1D and a 2D code during the transition.
Will my old 1D barcode stop working?
Not immediately. During the GS1 Sunrise 2027 transition, products will carry both a 1D and a 2D barcode so checkouts keep working everywhere. Linear barcodes will be phased out gradually as retail point-of-sale systems upgrade. Carrying both codes protects you at the till while you move to the richer 2D format.
