Smart QR codes now possible on any packaging

Polytag has partnered with DataLase to make GS1‑compliant QR codes deployable at production‑line speed across virtually any packaging material, marking a significant step forward for brands and retailers preparing for the next era of connected packaging.

The collaboration combines Polytag’s advanced QR code management platform with DataLase’s laser‑reactive printing technology, enabling high‑precision, permanent QR codes to be applied to plastics, films, foils, metals and coated surfaces — formats that have historically been difficult to code reliably.

For food and drink producers, the partnership offers a scalable route to GS1 Sunrise 2027 readiness, Digital Product Passport compliance, and richer consumer engagement through a single, dynamic QR code.

Why it matters for food and drink producers

1. Connected packaging at industrial speed

DataLase’s coatings are added during label production. On the line, a laser activates the coating to create a permanent, indelible QR code — no inks, no consumables, no slowdown. This allows producers to code every pack, even on challenging substrates, without compromising throughput.

2. One QR code for compliance and engagement

Polytag’s smart QR codes can carry batch and expiry data, serialisation for recalls, regulatory information, and consumer‑facing content updated in real time.

For manufacturers, this means fewer label changes, less waste, and more accurate stock rotation.

3. Ready for Digital Product Passports

With the EU’s Ecodesign for Sustainable Products Regulation set to introduce Digital Product Passports from 2027/28, the partnership gives producers a future‑proofed way to embed traceability and sustainability data directly into packaging.

4. Works across all packaging formats

The ability to code plastics, films, foils and metals opens the door for full‑range adoption — from beverages and chilled foods to confectionery, ready meals and ambient grocery.

5. Stronger consumer trust

By linking every pack to verified, product‑specific information, brands can offer: allergen and ingredient transparency, storage and usage guidance, multi‑language content, and sustainability claims backed by data.

This supports both regulatory compliance and deeper consumer connection.

Alice Rackley, CEO of Polytag, said the partnership removes one of the biggest barriers to scaling connected packaging: “For connected packaging to truly scale, brands need to be able to deploy advanced QR codes across every packaging format. This partnership is making that possible at production‑line speed.”

Clare Lewis, CEO of DataLase, highlighted the dual benefit of compliance and engagement: “Together with Polytag, we’re helping manufacturers transform their labels into something genuinely interactive — with complete flexibility and total confidence in the printing process.”