Untitled design - 1
Polytag, the UK's leading data capture and marketing platform for powering the circular economy, can now offer integration with solutions from Videojet Technologies, a global leader in industrial coding and marking solutions, to enable brands and manufacturers to print smart QR codes directly onto packaging during production.
These combined solutions allow brands to deliver connected packaging experiences through Polytag’s content management platform while incorporating product-specific information such as batch numbers and best-before dates into QR codes printed on-pack with Videojet printers. Each QR code acts as a gateway to digital content tailored by product, market, language or campaign, enabling consumers to access product information, sustainability credentials, promotions, loyalty experiences and other interactive content through a single on-pack scan. This gives brands and manufacturers a straightforward way to combine production line coding with consumer engagement through a single connected packaging solution.
Built on GS1 standards, the solution ensures compatibility with global retail and supply chain infrastructure.
Polytag CEO Alice Rackley, said, “We have a wealth of clients who want to use QR codes not only to manage variable product data on the production line, but also to create richer digital experiences for consumers. The collaboration between Videojet Technologies and Polytag gives brands, in any industry, a simple way to connect packaging, production and engagement through a single QR code solution.”
A shift in how product data is encoded on pack
The collaboration changes how product data is applied to packaging by linking digital content creation directly with production line printing. Instead of treating QR codes and variable product information as separate elements, the system brings them together so that each item carries a single, data-rich code from the point of manufacture.
This approach effectively replaces the need for multiple printed data points on packaging, reducing fragmentation between barcode systems, printed text, and digital links. It also creates a more flexible model for packaging data, where the information behind a QR code can be updated without changing the physical packaging design.
The collaboration therefore, provides a practical route for brands to move from static packaging formats to packaging that can carry dynamic, product-specific data without changes to existing production processes.
Tom Barnes, Global Director Traceability, Videojet Technologies, commented: "We are committed to pioneering solutions that empower businesses to thrive, including giving our large global customer base, as well as future customers, the option to connect Videojet printers to the Polytag platform. We are continuing to innovate in the interactive packaging space, with solutions like this that can help brands meet evolving government regulations and retailer mandates while deepening customer engagement."
Polytag’s platform also integrates with Videojet industrial printing and coding systems to support applications requiring enhanced traceability, authentication and item-level visibility. For these use cases, the system can generate unique serialised QR codes, enabling capabilities such as anti-counterfeiting, digital DRS and item-level traceability.
An interactive packaging solution for a changing regulatory landscape
The partnership supports the wider industry shift towards QR-based barcodes under GS1’s Sunrise 2027 initiative, which is driving a transition from traditional barcodes to QR codes at retail point of sale systems. It also aligns with the EU Ecodesign for Sustainable Products Regulation (ESPR), which will require Digital Product Passports for many product categories for businesses selling into the EU from 2027 onwards.
A single QR code can provide access to product-level materials and supply chain data in a structured digital format, supporting these emerging requirements. Content delivered through the Polytag platform can be updated in real time without requiring packaging redesigns or reprints, enabling brands to maintain accurate product information throughout a product's lifecycle.
The Polytag resolver service also enables multi-language and location-aware content to be delivered from a single printed code, removing the need for separate packaging versions across different markets.