Polytag parters with DataLase on QR codes

Polytag, a UK data capture and marketing platform for the circular economy, has partnered with DataLase, a laser-reactive technologies company, to enable retailers and brands to apply GS1-compliant smart QR codes across a broader range of packaging materials.

Combining Polytag's QR code management platform with DataLase’s coding and marking technology, the partnership brings together the intelligence behind connected packaging and the ability to deploy it at production-line speed. The result is a technology that enables GS1-compliant QR codes to be applied with precision across a wide range of packaging formats where deployment has historically been more challenging, including plastics, films, foils, metals and coated surfaces. This allows brands to accelerate connected packaging initiatives across more of their product range, meet emerging regulatory requirements such as the introduction of Digital Product Passports, and deliver richer digital experiences for consumers through a single QR code.

DataLase's laser-reactive coatings are applied during label production, simultaneously with the artwork. On the production line, a laser activates a pigment within the coating to produce a permanent, indelible QR code, eliminating the need for additional ink or consumables.

'For connected packaging to truly scale, brands need to be able to deploy advanced QR codes across every packaging format,' said Alice Rackley, CEO of Polytag. 'This partnership is making that possible at production-line speed.'

Clare Lewis, CEO at DataLase, said: 'Retailers and brands are navigating new product regulations while simultaneously looking for new ways to engage their customers. Together with Polytag, we’re helping manufacturers transform their labels into something genuinely interactive – with complete flexibility and total confidence in the printing process.'

Polytag's QR codes integrate with existing retail supply chain and recycling infrastructure, while simultaneously creating a direct digital connection between brands and consumers.

Through a single smart QR code, brands can direct consumers to landing pages containing product-specific information, care instructions, best-before dates or marketing content, with the ability to update that content in real time via the Polytag platform, and provide multi-language and location-aware content, eliminating the need for new packaging runs. 

This also helps to reduce food waste and improve product safety. By carrying batch, expiry date and serial number information, GS1-compliant QR codes enable more accurate stock rotation, faster batch-level recalls and greater transparency for consumers and supply chain partners.

The partnership aims to support brands in future-proofing packaging ahead of the industry-wide transition toward QR codes, a shift that GS1 member organizations are targeting for retail point-of-sale systems by 2027, known as Sunrise 2027.

It also aligns with the EU’s Ecodesign for Sustainable Products Regulation (ESPR), which is set to introduce Digital Product Passports as mandatory across multiple product categories for businesses selling into the EU Market from 2027/28.