01 — Supply chain information
Put more intelligence into every Smart QR Code
A barcode identifies what a product is. An enriched Smart QR Code can communicate much more.
Read by the till
- GTIN · Product
- Batch / lot
Oat Drink
1 litre
L24-0917BB 12 OCT 26
- Best before
- Serial
Read by a phone
Oat Drink · 1L
About this pack
02 — GS1 standards
The barcode just got a lot more interesting.
GS1 standards let brands extend the GTIN, the number that identifies a product, with GS1 Application Identifiers that carry batch or lot numbers, best before or expiry dates, and serial numbers. The result: one Smart QR Code that speaks to shoppers and supply chains at the same time. A digital connection on the front end, machine readable product data on the back end.
GS1 describes Application Identifiers as the mechanism that allows multiple data elements to be structured within one QR code so they can be consistently interpreted by different systems. — Source: GS1 UK
03 — Built into the code
Batch and date information, built into the code
For many FMCG brands, two of the most valuable pieces of additional information are:
Batch / lot number
Connect the product to a specific production batch, supporting greater traceability through its lifecycle and enabling affected batches to be identified in the event of a recall.
Batch L24-0917Best-before or expiry date
Make date information machine-readable, opening opportunities for improved stock management, freshness controls and waste reduction.
Best before 12 Oct 2026
GS1 specifically identifies GTIN plus batch/lot, serial number and date information as supporting use cases including traceability, supply-chain efficiency and safety. — Source: GS1 UK
04 — On the pack
Human readable. Machine readable.
The variable data gets added at the point of packing, digitally finished into a dedicated zone on the pack artwork.
The batch number and best before date sit on pack in plain sight for people, and inside the Smart QR Code for machines.
One source of truth, two audiences: the person holding the pack, and the systems moving, managing and selling it.
Industry guidance on the transition to 2D barcodes specifically identifies expiry dates, batch/lot numbers and serial numbers among the additional data that can be encoded in 2D barcodes. — Source: GS1 UK
BatchL24-0917Best before12 Oct 2026
05 — On the phone
Batch and best-before, on the landing page.
The landing page can show the batch number and best-before date, pulled through for the customer from the data embedded in the Smart QR Code. Provenance, sustainability and recipes sit alongside.
06 — In the supply chain
Proven, not promised.
GS1 UK points to real supply chain use cases: maintaining FIFO, improving inventory accuracy, cutting waste and protecting freshness.
Rotate stock according to date
Identify products from a particular batch
Support faster and more targeted product recalls
Prevent expired products from being sold
Improve inventory and product traceability
Reduce unnecessary product waste
On safety, the same data can block the sale of expired or recalled products at checkout.
Source: GS1 UK
07 — Two audiences
Scanned by systems. Loved by shoppers.
GS1 describes exactly this dual role.
For the supply chain
When scanned by compatible supply-chain or retail systems, its GS1 identifiers can provide structured product information.
For the customer
When scanned by a customer's phone, the same code can connect to an online brand experience.
Oat Drink · 1 litre
Want to know more about your product?
See information about this batch, its best-before date, how to use it, store it and recycle the packaging.
- How to use it
- How to store it
- How to recycle
Scanning software decodes the GS1 identifiers, while GS1 Digital Link takes the person holding the pack somewhere worth going online.
Source: GS1
That's where Polytag comes in. We own the experience behind the scan: beautifully designed, fully branded landing pages that brands can update whenever they like, without ever touching the code already printed on pack.
A product carrying batch and date data never has to greet its customer with a wall of numbers.
Supply chain intelligence stops being back office plumbing. It becomes a front of pack story about transparency and trust, as well as a smarter way to run operations.
08 — Production
Built for real production lines.
Polytag connects Smart QR Code generation to the printers and production environments brands already use.
It handles batch and expiry data, works with scanner technology for recall and expiry management, and links to digital printers through a secure, bidirectional API.
We can work with any line-side printing partner of choice. Our flexible platform design and commitment to global open standards mean we can collaborate with any solution provider needed.
More data on pack. No loss of control behind the scan.
Print lineTwo-way API ⇄
Variable data · per packDirection →
Printing partners
DataLase
Laser-activated on-line coding
Read moreVideojet
Continuous inkjet and laser coders
Read moreDomino
Digital printing integration: high-quality codes at line speed
Our partnersXact
Coding and marking partner on the Ocado unique-code trial
Read about the trial
09 — The bigger picture
From barcode to intelligent packaging
The move to 2D barcodes isn't a like for like swap. It's the moment packaging gets smarter.
Put the GTIN, live supply chain data and a branded digital experience into one Smart QR Code, and the pack stops being a label. It becomes a source of useful information at every stage of the product's life, from the line to the shelf to the kitchen cupboard.
- Better visibility.
- Better traceability.
- Less waste.
- Safer products.
- And a better experience for the customer.