Tesco has begun trials of next-generation two-dimensional product codes in a selection of its UK stores, replacing traditional linear barcodes on certain own-brand meat and produce lines. The retailer says the square, QR-style codes will carry richer, machine-readable data that staff and shoppers can use to confirm a product’s freshness and provenance before purchase. (According to reporting by the Birmingham Mail this initiative is already visible on items such as lemons, limes, steaks and sausages.)

The system is being implemented using the GS1 Digital Link standard, which extends a barcode into a live digital connection to information held by manufacturers and retailers. That link allows expiration and batch information to be embedded in the code so tills and store systems can verify use-by dates at point of sale and staff can more easily remove out-of-date stock. Industry coverage of the pilot notes the technology is intended to reduce the risk of selling expired product and to improve the accuracy of date codes across the supply chain.

Tesco’s pilot, reported to cover a dozen own-brand items in stores in southern England, is being run in partnership with GS1 UK and multiple supplier partners. Early rollouts are focused on highly perishable lines where incorrect or missing date information can lead to waste and safety concerns, with the aim of scaling the approach if the trial proves successful.

Camilla Young, who leads the next-generation barcode programme at GS1 UK, said: "The potential for consumers is huge." Lee Metters, business development director at Domino Printing Sciences, added: "I think it will end up being as significant as the original introduction of the barcode." He also said the shift centres on convenience for shoppers, noting: "It’s all about making shopping more convenient." Reflecting on public uptake, Ms Young observed: "QR has been around for years, but it really started gaining public adoption during Covid. That was when people saw the opportunity to develop the digital link standard." Mr Metters predicted: "Those old barcodes will still be hanging around on cupboard shelves for a good few years, but my prediction is the new ones will catch on rapidly."

Retail and packaging commentators say the move sits within a broader transition in which manufacturers and supermarket groups adopt 2D codes to make packaging a hub for digital information. Major consumer goods firms and brand owners have been experimenting with similar labels, and suppliers of packaging and printing technology are preparing for wider uptake as regulatory and retailer demands for traceability increase.

Beyond improved consumer-facing information such as allergen notes, recipes and storage guidance, proponents argue the codes could play a measurable role in cutting food waste and strengthening supply-chain transparency. Reporting on the trial links it to wider momentum in the sector, including preparations for regulatory and industry standards that are pushing retailers to provide more granular product data across Europe and to accelerate initiatives such as GS1’s roadmap for digital links.