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REA UK prepares brands for GS1’s Ambition 2027

The Fast-Moving Consumer Goods (FMCG) sector lives up to its name. Products move quickly through production lines, onto shelves, and into the hands of consumers. But in a market driven by speed, traceability is no longer optional — it is essential.

By 2027, a global transition will change the face of product identification forever. GS1’s Ambition 2027 initiative will see the familiar EAN barcode gradually replaced by more powerful 2D codes, such as QR and Data Matrix. For FMCG producers, this shift represents both a challenge and an opportunity.

From Barcodes to 2D Codes

For decades, the EAN barcode has been the foundation of retail scanning. But with consumer expectations and regulatory demands increasing, the limitations of linear barcodes have become clear.

2D codes, by contrast, offer far greater capacity in the same physical space. Batch numbers, expiry dates, country of origin, sustainability information, recycling instructions and even digital product passports can all be stored within a single mark.

This allows consumers to access trusted product information with a single scan — while giving brands a more robust way to ensure transparency across their supply chains.

The Role of REA UK

While 2D codes may look simple to the eye, applying and verifying them across a production environment is complex. Accuracy, consistency, and compliance with international standards are non-negotiable.

REA UK provides a full suite of marking and coding systems — from inkjet and laser printing to labelling solutions — combined with inline code verification to ensure every mark is scannable and compliant. Systems are designed to meet GS1 and ISO standards, including ISO/IEC 15415 for symbol quality.

In short, REA UK ensures every code performs as it should, every time.

Supporting FMCG Producers

No two production lines are alike. That is why REA UK works closely with FMCG producers to deploy tailored, scalable solutions that meet the specific demands of each environment. From primary packaging to pallet labelling, systems are designed to integrate seamlessly and evolve with future requirements.

As the industry approaches 2027, REA UK’s message is clear: producers do not need to face this transition alone. With the right technology and expertise in place, the move to 2D codes becomes an opportunity rather than an obstacle.