2D Barcodes
A 2D barcode is a QR code that includes your product’s barcode number. Scanned at a till, it works like your current barcode. When scanned with a shopper’s phone, it opens a web page about your product.
Why add a 2D barcode?
More space: ingredients, allergens, certifications, care instructions and recycling details can live on a web page instead of crowding your pack.
Reach shoppers in the aisle: someone holding your product can scan for the brand story, a recipe, a how-to video or the answer that stops them putting it back.
Change it after printing: update promotions, correct details or add new stockists. The pack stays the same; only the page changes.
See what’s happening: find out how often your code is scanned, when and roughly where.
Serve several markets: one code can show a different language or local information depending on where it’s scanned.
Reach customers in a recall: a code that links to live information lets you message the people holding the affected product.
Retailers are getting ready
Major retailers worldwide are working towards having tills that can read 2D barcodes by the end of 2027. It’s not a requirement for you, and your EAN or UPC will keep scanning. But most packaging is redesigned every couple of years anyway, and adding a 2D code at your next refresh costs nothing extra to print.
Try a 2D barcode for free
IBN Link, part of the International Barcodes Network, supplies our 2D barcodes. Enter your 13-digit barcode number to create a working 2D barcode and start building its page straight away.
The trial is free for 30 days, and you don’t need a credit card to start. After that, it’s a subscription, since the page stays editable. If you don’t continue, you won’t be charged.
Before you print
– Keep your EAN or UPC on the pack as well, for now.
– Have the page ready before the code goes to print, and check it works on a phone.
– Test a printed proof, not just the code on screen.
– Ask your retailers whether they have a preference.
Common questions
Is a 2D barcode the same as a QR code? Not quite. An ordinary QR code is just a link, which a till can’t read as a product. A retail 2D barcode includes your barcode number in the link in a set format. For a link on a poster, menu or business card, a standard QR code is the right choice and costs less.
Do I need a new barcode number? No. Your 2D barcode is made from the number you already have, printed under the bars on your barcode images. If your product doesn’t have one yet, start with a retail barcode package, from £26.
Do I need one by 2027? No. The 2027 date is when retailers aim to read 2D barcodes. Nothing requires you to print one.
How much does it cost? It’s free for 30 days through IBN Link, then a subscription. Pricing is on their site.
Want to know more? Watch the short introduction to 2D barcodes or visit 2D Barcodes UK.