Walk into a supermarket and grab any product off the shelf. Turn it around and you’ll see the same thing every time: a label bursting with information. Ingredients, nutrition tables, allergy warnings, recycling logos - all squeezed into whatever space is left on the pack. It’s useful, but it’s crowded. And sometimes, it’s hard to find the details that matter to “you” the most.
Now picture this instead: you scan a small code with your phone and instantly see everything you need to know, from allergens to expiry dates, sustainability credentials to recycling instructions, all clear, simple, and always up to date. But that same QR still goes ‘beep’ at the checkout.
This is digital labelling - and it is not just an idea for the future - it is already underway in New Zealand.
What is digital labelling?
Digital labelling uses technology to provide product information in a way that complements the physical label. Instead of cramming every piece of information onto packaging, a product can carry a digital access point, most often a scannable code like a GS1 QR code, that links consumers, retailers, and regulators to up-to-date, detailed product information.
Think of it as the next chapter in labelling: a world where labels are not just printed but live, dynamic, and accessible to anyone with a smartphone or scanner.
Why digital labelling matters
The shift isn’t just about being tech-savvy - it’s about solving real problems for consumers, brand owners, and retailers:
- For consumers: Digital labelling means more transparency. Shoppers can scan and instantly see allergen information, expiry dates, recipe ideas, recycling instructions, sustainability credentials - virtually anything. It makes product information more accessible, especially for those with low vision or language barriers.
- For brand owners: Packaging design will become simpler and cleaner. No need to overload labels with compliance fine print - that can live digitally. Product information can also be updated in real time, reducing admin burdens and costly reprints. Information that changes more frequently can be taken off pack and provided digitally.
- For retailers: Faster, smarter supply chains. Digital labelling can link directly to stock, logistics, and product recall systems, making it easier to trace, replenish or withdraw/recall items. When needed this can now be done at the batch or lot level far more efficiently than today.
Globally, the benefits are being recognised. Markets like the European Union, China, and South Korea are already modernising their regulations to enable digital labelling. Locally, the benefits of digital labelling are being explored.
For more information, contact GS1 New Zealand.
0800 10 23 56
Read more in the latest issue here
