Polytag is collaborating with Videojet Technologies to help brands owners print smart QR codes directly onto packaging during production.
Instead of treating QR codes and variable product information as separate elements, the partnership is said to enable connected packaging experiences through Polytag’s content management platform while incorporating product-specific information into QR codes printed on-pack with Videojet printers.
Each code carries batch numbers, best-before dates, and market-specific content.
According to Polytag, this means a single scan can serve up sustainability data, promotions, or loyalty content, which can be updated without reprinting packaging.
The approach effectively replaces the need for multiple printed data points on packaging, reducing fragmentation between barcode systems, printed text, and digital links, the data capture and marketing platform said.
The model for packaging data is also said to be more flexible, as the information behind a QR code can be updated without changing the physical packaging design.
‘Richer digital experiences’
“We have a wealth of clients that want to use QR codes not only to manage variable product data on the production line, but also to create richer digital experiences for consumers,” said Polytag chief executive Alice Rackley.
“The collaboration between Videojet Technologies and Polytag gives brand owners, in any industry, a simple way to connect packaging, production and engagement through a single QR code solution.”
Polytag’s platform also integrates with Videojet industrial printing and coding systems to support applications that require enhanced traceability, authentication, and item-level visibility.
For these use-cases, the system can generate unique serialised QR codes, enabling capabilities such as anti-counterfeiting, digital deposit return systems, and item-level traceability.
“We are committed to pioneering solutions that empower businesses to thrive – including giving our large global customer base, as well as future customers – the option to connect Videojet printers to the Polytag platform,” said Tom Barnes, global director for traceability at Videojet Technologies.
‘Deepening customer engagement’
“We are continuing to innovate in the interactive packaging space, with solutions like this that can help brand owners meet evolving government regulations and retailer mandates while deepening customer engagement.”
The partnership is said to support the wider industry shift towards QR-based barcodes under GS1’s Sunrise 2027 initiative, which is driving a transition from traditional barcodes to QR codes at retail point of sale systems.
It also aligns with the EU Ecodesign for Sustainable Products Regulation, which will require digital product passports for many product categories for businesses selling into the EU from 2027 onwards.
Lucozade Suntory, Kraft Heinz, Waitrose, Marks & Spencer, and Ocado are among the clients of Polytag’s platform.
In June, Polytag partnered with inkless coding and marking firm DataLase to help brand owners and retailers apply GS1-compliant smart QR codes across historically ‘challenging’ packaging materials, including plastics, films, foils and coated surfaces.
