Amazon, Menasha integrate transparency codes into packaging ahead of GS1 sunrise 2027

USA – Amazon has partnered with Menasha Packaging to integrate serialized QR-style transparency codes into packaging, enabling product authentication, ingredient information, and recycling guidance ahead of the GS1 Sunrise 2027 program.

Transparency codes differ from traditional barcodes, which only tell the store what the product is and how much it costs. 

A single code can be scanned at checkout by a cashier and by a customer with a smartphone, showing information about ingredients, origin, recycling instructions, and authenticity verification.

How the Technology Works

Menasha uses Advanced Variable Data Printing capabilities to integrate unique identifiers and tracking codes across packaging materials, including folding cartons and corrugate. 

The code is integrated directly into artwork, allowing each sellable unit to have a unique code printed in line. 

For multipacks such as shampoo and conditioner combinations, the code is printed on corrugated items. At fulfillment, labels are printed on a roll and applied either by hand or in line.

The cost impact is minimal, with minor setup or software changes and a small increase per package, often just fractions of a US cent. 

Over time, transparency codes can save money and reduce waste by replacing multiple labels or QR codes, eliminating reprinting when information changes, and reducing customer support for basic questions.

Why Sunrise 2027 Matters

The GS1 Sunrise 2027 program will switch standard barcodes to serialized 2D codes. During the transition, many packages will include both a traditional barcode and a QR-style transparency code on the same box. 

Because stores worldwide are preparing to accept transparency codes at checkout, Menasha describes them as a “future-safe investment” rather than a temporary trend.

Applications Across Retail Categories

Menasha highlights that transparency codes are suited to health, beauty, and personal care products where shoppers want proof of authenticity and ingredient safety. 

In food and beverage, they can show allergens, nutrition, and expiration dates while supporting faster recalls and less food waste. 

In pharmaceuticals, the codes confirm product authenticity and batch data while aligning with global serialization requirements.

When a QR Code Becomes a Trust Signal

A barcode tells a store the price. 

A transparency code tells a consumer where the product came from, whether it is authentic, and how to recycle the package. Amazon and Menasha are betting that the second function will matter more.

Subscribe to our email newsletters that provide busy executives like you with the latest news insights and trends from Africa and the World. SUBSCRIBE HERE