Polytag has announced a partnership with Videojet Technologies to enable brands to print smart, dynamic QR codes directly onto packaging during high-speed production.

The collaboration connects Videojet’s industrial coding equipment with Polytag’s content management platform, allowing manufacturers to merge real-time variable data — such as batch numbers, lot codes, and expiration dates — with interactive digital content into a single, GS1-compliant code applied live on the line.

By unifying these functions, the joint solution replaces the traditional reliance on separate printed elements, such as linear barcodes, ink-jet production stamps, and standalone promotional links. Instead, consumers scan a single code to access tailored brand experiences, sustainability metrics, and location-aware digital content. Behind the scenes, brands retain the flexibility to update digital messaging in real time without undergoing costly physical packaging redesigns or production halts.

The system also supports serialisation to enable advanced operational tracking. This capability opens doors for enhanced supply chain visibility, item-level authentication, anti-counterfeiting measures, and integration with emerging Digital Deposit Return Schemes (DRS).

Beyond immediate production efficiencies, the partnership aligns with broader industry shifts, notably GS1’s Sunrise 2027 initiative to adopt 2D barcodes at retail points of sale. It also provides a ready pathway to comply with upcoming regulatory frameworks, such as the EU Ecodesign for Sustainable Products Regulation (ESPR) and its mandated Digital Product Passports. By connecting packaging, production, and consumer engagement at manufacture, Polytag and Videojet deliver a streamlined solution for modern supply chains.