Seen at Empack: how to drive efficiency with GS1 Digital Link

On April 2 and 3, Markem-Imaje experts at the Brabanthallen in Den Bosch (NL) explained how the move from GS1 2D barcodes to GS1 Digital Link can transform the operations of food companies. After all, they enable users to increase efficiency, reduce production costs and strengthen consumer confidence in their brand. The demos are already getting many food companies thinking.

A lot of new regulations are coming back at food companies. For example, Europe wants to introduce a digital product passport and launch digital return systems, while America is reforming its food safety laws with the Food Safety Modernization Act. These evolutions mean that food and beverage manufacturers need new solutions. The GS1 Digital Link is one of them. It transforms traditional bar codes into a powerful data hub that provides real-time supply chain visibility, enables improved traceability and increases consumer engagement.

Step-by-step approach possible

"The Digital Link barcode connects brands, retailers and consumers in a powerful ecosystem and unlocks new opportunities," said Cheryl Goodall, Marketing Manager UK & Benelux at Markem-Imaje. "Our end-to-end solutions combine advanced marking and coding technology with expert software and application knowledge, enabling manufacturers to implement a connected product strategy and maximize the value of their data. Our solutions are designed for quick and easy implementation, enabling a step-by-step approach. Companies can start small with just a GTIN to be retail-ready and gradually expand over time to more advanced use cases, ensuring a scalable and future-proof strategy."

Towards one code for all

GS1 Digital Link marks a crucial shift toward a single standardized barcode for manufacturers, brands, marketers, retailers and consumers. Today's packaging is full of codes: a 1D barcode for the point of sale, QR codes for the consumer ... This creates inefficiencies and limits scalability. By replacing these with a single GS1 Digital Link, all data, both for the retail channel and the desired dynamic content, can be seamlessly integrated. Additional bonus: It frees up valuable packaging space.

Future of smart, connected packaging

So one intelligent barcode makes packaging future-ready and increases efficiency throughout the supply chain. Retailers benefit from POS compatibility, faster checkouts and improved inventory management. Consumers gain instant access to comprehensive product data, promotions and sustainability data. Manufacturers streamline traceability, compliance and recall management, while marketers unlock real-time, personalized engagement.

Full traceability and protection against counterfeits

Digital Link barcodes can make any product fully traceable. In an era when recalls, counterfeiting and supply chain transparency are the biggest concerns, instant access to a product's entire lifecycle is a gamechanger. Digital Link enables manufacturers to more quickly and efficiently identify affected parties in a recall, improve counterfeit prevention measures and streamline compliance with retailers' requirements - reducing risk and strengthening consumer confidence and brand protection.

Strengthening brand loyalty through consumer engagement

Digital Link's impact goes beyond production and logistics - it creates a direct link between brands and consumers. By scanning a 2D barcode, shoppers can access detailed product information, including sustainability data, nutritional information, late-stage production data, serial number, best-before date, expiration date, origin of ingredients and certifications. This interactive experience builds trust and engagement and strengthens brand loyalty in an increasingly competitive marketplace. Brands can also use Digital Link for personalized promotions, loyalty rewards and customer feedback, making product packaging a powerful marketing tool.

Future-proof

Markem-Imaje experts demonstrated at Empack 2025 how manufacturers can implement and maximize the potential of Digital Link barcodes. Whether you want to optimize your supply chain, improve traceability or increase consumer engagement, Digital Link will future-proof your operations.