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Dynamic QR codes and automated packaging inspection are transforming the UK food and beverage sector. As retailers prepare for the shift beyond traditional barcodes, Rob Allen, divisional manager for packing solutions at Interfood Technology, explores how manufacturers are investing in smarter, data-driven packaging systems that improve traceability, reduce waste, strengthen compliance and turn packaging into a critical part of the digital supply chain.

For years, the barcode has been the backbone of food retail and manufacturing. It helped create the supply chains we recognise today. But it’s no longer sufficient. UK food and beverage suppliers need more information, greater traceability, better compliance and less waste, and that’s leading to change. Dynamic QR codes, automated seal inspection and digitally connected packaging have moved from theoretical developments into commercial necessities as the fully digitised food supply chain begins to become a reality.

Why traditional labelling is no longer enough

Traditional barcoding was revolutionary, but that was 50 years ago. And while they still allow products to be rapidly identified, contemporary retailers and manufacturers need to manage more than stock movement. With compliance standards in a constant state of evolution and pressures over allergens, traceability and food waste growing, labelling needs to keep pace. As yet, it hasn’t. Most labelling and coding processes still rely on manual intervention. Date coding, batch information and packaging verification often happen separately, opening the door to errors that could have disastrous consequences. Dynamic QR codes help to address that.

The role of dynamic QR codes

Dynamic QR codes hold the potential to become the industry’s next standard. Unlike traditional barcodes, 2D codes can hold significantly more information and update dynamically throughout the supply chain.

Printed directly onto packaging during production, these codes aren’t just for tracking stock, but can carry batch-specific data, such as expiry dates, production times, traceability records and ingredient information, holding the potential for them to become a customer resource as well as a trade tool. But perhaps more importantly than all of that, they can also integrate with wider digital systems in real time, which will enable greater visibility. Products can be tracked more accurately by distributors, while retailers can benefit from improved stock rotation, food waste and recall management.

UK supermarkets are already investing heavily in this technology. Tesco and M&S are known to be trialling the system across fresh produce and meat categories in a bid to improve traceability and reduce the risk of outdated products reaching customers. And with the GS1 'Sunrise 2027' initiative encouraging adoption globally, major retailers everywhere are preparing for the phased replacement of traditional barcodes, putting pressure on suppliers to make the move to digital packaging.

Packaging as data

Packaging has generally been a thing of necessity. But with the digital era, it’s also developing a place within the wider data infrastructure. With dynamic QR codes, packaging becomes a live digital footprint capable of providing both retailers and consumers with a stream of up-to-date data. This doesn’t just enhance inventory management and open the potential for waste reduction; it also provides shoppers with the ingredient and allergen information they need, accessible through a smartphone.

As the demand for transparency continues to grow, this isn’t just a 'nice to have' but an operational necessity.

Embracing automation

Of course, the timing of this isn’t accidental. The rise of smart packaging ties in with the rise of automation across manufacturing. And together, they are increasing accuracy and brand security. Manual inspections have always been vulnerable to human error. And as production volumes rise, that can only increase proportionately. Automated inspection systems reduce those risks, verifying seals, labels, print quality and date codes, and identifying faults instantly, creating greater consistency and better compliance throughout.

When combined with dynamic coding systems, manufacturers gain a closed-loop packaging process where products are correctly sealed, accurately labelled and digitally traceable from production through to the retail shelves, catching errors before they generate waste and expense.

The impact on food waste

Food waste has become a growing priority, impacting the environment as much as company overheads, and costing the industry billions annually. And it’s widely known that much of that waste comes down to poor stock visibility, inefficient inventory management and conservative date coding. Dynamic packaging systems work to address that, allowing manufacturers and retailers to manage shelf life more accurately, actively tracking approaching expiry dates, monitoring stock placement, and enabling redistribution and discounting, where necessary.

This also helps with better management of product recalls. Rather than withdrawing entire product ranges, businesses can focus on the removal of the affected batches alone, limiting both waste and potential reputational damage.

And both of these things enhance the attainability of sustainability targets. Waste matters, and it will continue to do so. With dynamic packaging, it’s becoming possible to take active steps to address it, rather than constantly reacting to seemingly uncontrollable events.

A wider change

Digital packaging isn’t just about warehouse management. Consumers now expect more, in every way. Transparency is key to fulfilling those expectations. Dynamic QR codes can help to answer those needs, practically and effectively, while helping manufacturers and retailers to regain control of their stock, their compliance, and their service levels.

The standard barcode isn’t going to disappear overnight. The entire food and beverage manufacturing and retail sector infrastructure needs to evolve first. But we’re already seeing dynamic QR codes appearing on supermarket shelves. As buy-in picks up momentum across the industry, the more everyone stands to gain.