Polytag and DataLase are combining their technologies to help customers apply GS1-compliant QR codes to challenging packaging substrates, including films, foils, metals and coated surfaces.
The partnership utilizes Polytag’s advanced QR code management platform alongside DataLase’s coding and marking technology in a process described as fast, accurate, and adaptable.
Laser-reactive coatings are applied with the artwork during laser production. On the production line, a laser activates a pigment within the coating and produces a permanent, indelible QR code – negating the need for additional inks or consumables.
As such, this approach is set to integrate seamlessly into existing retail supply chain and recycling infrastructure.
Together, the companies plan to help retailers and brands precisely apply GS1-compliant QR codes across various packaging formats where deployment has previously been challenging – a move hoped to help them comply with regulatory requirements, such as Digital Product Passports under the EU’s Ecodesign for Sustainable Products Regulation (ESPR).
Polytag and DataLase anticipate that their solution will help brands future-proof their packaging in line with Sunrise 2027 and the industry-wide transition into QR codes.
The matrix can be used to carry batch, expiry date and serial number information to improve stock rotation, batch-level recalls and product transparency; in turn, this may help reduce food waste and improve product safety.
Additionally, the initiative is expected to drive connected packaging initiatives across a wider variety of products and unlock ‘richer’ digital experiences through a single QR code.
Brands can direct consumers to landing pages containing product-specific information, best-before dates, care instructions, and/or marketing content, all of which can be updated in real time via the Polytag platform.
QR codes can also unlock multi-language and location-aware content without requiring new product runs.
“For connected packaging to truly scale, brands need to be able to deploy advanced QR codes across every packaging format,” said Polytag CEO Alice Rackley. “This partnership is making that possible at production-line speed.”
“Retailers and brands are navigating new product regulations while simultaneously looking for new ways to engage their customers,” added DataLase CEO Clare Lewis. “Together with Polytag, we’re helping manufacturers transform their labels into something genuinely interactive – with complete flexibility and total confidence in the printing process.”
Earlier this year, DataLase revealed its clear-to-white coating for plastic bottles. The solution sought to offer an alternative to traditional labels and eliminate filmic and paper materials, all while delivering full label-equivalent functionality.
Kraft Heinz also became the latest brand to join Polytag’s Ecotrace programme. The scheme uses invisible UV Tag technology to capture data on single-use plastic packaging and provide real-time insights into the recycling process for Kraft Heinz’s beans and ketchup packaging.
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