**London**: Unilever partners with Digimarc to launch one of the largest global implementations of GS1 Digital Link-enabled 2D barcodes across 45,000 products, positioning itself for the EU’s Digital Product Passport regulation and the 2027 retail sector milestone.
Unilever is positioning itself at the forefront of the retail industry’s evolution with a significant new initiative in partnership with Digimarc. This collaboration aims to implement one of the largest global roll-outs of GS1 Digital Link-enabled 2D barcodes within the consumer packaged goods (CPG) sector, as reported by CXM Today.
The strategy is designed to ensure Unilever is prepared for the upcoming “Sunrise 2027,” a critical milestone when 2D barcodes will become the standard at points of sale around the world. This initiative puts Unilever among the early adopters of the European Union’s Digital Product Passport (DPP) regulation, which is expected to enhance product traceability and information accessibility.
Aaron Rajan, Vice President of Consumer Technology at Unilever, expressed the company’s commitment to leading the industry in this technological shift. He stated, “We are proud to be leading the industry in pioneering how we help democratise access to product information.” Rajan emphasised that through the deployment of innovative solutions like Digimarc, Unilever aims to ensure that its distinguished brands not only keep pace with advancements but also actively shape the future of retail. The multi-phased roll-out will integrate 2D barcodes across an estimated 45,000 products (SKUs), featuring popular brands such as Dove, Vaseline, Hellmann’s, and Knorr.
The adoption of 2D barcodes is expected to enhance product data accessibility, in turn providing improved experiences for both retail partners and consumers. This technological upgrade is seen as a crucial step towards meeting regulatory requirements and adapting to the evolving landscape within the industry.
Ken Sickles, Chief Product Officer at Digimarc, highlighted the broader implications of this shift: “Unilever sets a benchmark for the CPG and retail sectors. Beyond revolutionising Point of Sale processes, these solutions empower brands to foster deeper consumer connections, build loyalty, and unlock transformative data insights in the era of AI-driven decision-making.” He further noted that this move towards advanced barcode technology aims to make products more accessible for everyone.
Through this collaboration, Unilever is not only enhancing its operational capabilities but is also signalling its readiness to embrace the future challenges of the retail sector. As the industry gears up for Sunrise 2027, the significance of such initiatives will undoubtedly shape the landscape for consumer interactions and regulatory compliance in the years to come.
Source: Noah Wire Services
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