Markem-Imaje will use this year’s FACHPACK trade fair in Nuremberg to highlight how the GS1 Digital Link standard can streamline packaging, boost operational efficiency and strengthen consumer engagement. From 23–25 September, visitors to stand 3C-531 will see live demonstrations of the technology, which replaces multiple on-pack codes with a single 2D barcode capable of serving both point-of-sale (POS) and digital engagement purposes.
The GS1 Digital Link connects the familiar GS1 application identifiers—such as the Global Trade Item Number (GTIN), batch number, best-before date and serial number—to the internet, enabling real-time access to both business-to-business and business-to-consumer information. The standard is designed to meet the requirements of fast-evolving regulatory frameworks including the EU Digital Product Passport, Digital Deposit Return Schemes and the US Food Safety Modernization Act.
“The GS1 Digital Link barcode connects brands, retailers and consumers in a powerful ecosystem, unlocking new possibilities,” said Viktor Hermansson, Marketing Director at Markem-Imaje. “While 1D and 2D barcodes will co-exist for some time, our mission is to support industry players through this transition with ease—from compliance to genuine consumer engagement.”
By consolidating separate identifiers—such as linear barcodes for POS and QR codes for promotions—into a single, dynamic QR code, brands can reduce packaging complexity, maintain POS compatibility, and deliver customised, real-time content. According to Markem-Imaje, the benefits range from improved inventory accuracy and waste reduction for retailers to streamlined traceability and recall management for manufacturers.
For consumers, scanning the code can provide instant access to detailed product information, sustainability credentials, certifications, and expiry dates, while also unlocking value-added features such as recipes, loyalty rewards, and recycling instructions. Marketers gain a direct channel for personalised content delivery and first-party data collection.
Markem-Imaje will demonstrate at FACHPACK how FMCG brands and retailers can integrate the GS1 Digital Link into existing operations and scale its use across product ranges. The company positions the technology as not only a compliance tool, but as a means of transforming packaging into a gateway for richer brand-consumer interaction.
