GS1 Ireland and QR Squared partner to bring 2D barcodes to retail

NEWS RELEASE

Dublin, Ireland & Deeside, Wales - 6 May 2025 – QR Squared by Polytag has today been announced as a GS1 Ireland Partner, making a major step forward in supporting retailers and brands as they transition from traditional barcodes to the next-generation of GS1-compliant QR code barcodes.

Through GS1 Ireland’s Solution Partner Programme both companies will work together to support brands on the global transition towards connected packaging solutions and the adoption of GS1-compliant QR codes, unlocking new levels of transparency, traceability and consumer engagement through packaging.

With a single 2D code, brands can offer dynamic information including product authentication, allergen updates, origin stories and promotional content — all without reprinting packaging. This ‘endless labelling’ approach is transforming how businesses communicate with shoppers directly from the shelf.

“At QR Squared, our mission is to use the power of QR codes to champion connected packaging and Global Digital Product Passports across the supply chain, retail and consumer engagement. QR Squared’s self-serve portal enables brands to create, activate and manage GS1-compliant 2D codes in minutes — with no technical expertise required,” commented Will Addy, Chief Commercial Officer at Polytag.

“QR Squared is a company created by Polytag, leaders in the recycling technology industry with a mission to supercharge the circular economy and make recycling even more rewarding for customers and companies,” added Addy. “GS1 standards provide a shared language and framework for businesses to identify, capture, and share vital information about their products, services, and locations. By partnering with GS1, we ensure the highest industry standards are continuously met.”

Maria Svejdar, Head of Retail, and 2D Programme Lead at GS1 Ireland, commented, “We are delighted to welcome QR Squared by Polytag as a GS1 Ireland Partner. Polytag brings extensive expertise in the marking and tracking of plastic packaging, delivering end-to-end product lifecycle visibility and detailed insights into recycling rates. The launch of QR Squared in Ireland enables brands to track, trace and connect products and their packaging in a way never possible before.”

One tool, 100s of applications.

From supply chain tracking and POS integration to location-based marketing and brand storytelling, QR squared unlocks dozens of use cases for retailers and suppliers. The platform also offers a growing library of support tools, including video walkthroughs, best practice guides, and real brand examples, helping businesses of any size take their first steps into connected packaging.

GS1’s project “Ambition 2027” aims to replace traditional barcodes with QR codes by 2027. GS1-compliant QR codes created through the platform work globally and can be used alongside the traditional barcode or as a standalone. 

ENDS

Contact Details

QR Squared

Will Addy, COO or Rosa Knox-Bradley

Email: will@polytag.io 

GS1 Ireland

Maria Svejdar, Head of Retail

Email: maria.svejdar@gs1ie.org  Mobile: +353 86 8359457

About QR Squared

QR Squared is a company created by Polytag, leaders in the recycling technology industry with a mission to supercharge the circular economy and make recycling even more rewarding for customers and companies. Our mission is to use the power of QR codes to champion connected packaging and Global Digital Product Passports across supply chain, retail and consumer engagement.

https://www.qr-squared.com

About GS1 Ireland

Business is easier when you speak the same language as your customers, suppliers and partners.

GS1 global standards are the most widely used supply chain standards in the world. Over 2 million organisations across the globe use GS1 standards today, to identify, capture and share information about their products, services, locations and assets. GS1 is a not-for-profit organisation and is recognised by the International Standards Organisation (ISO), the European Standardisation Committee (CEN) and the American National Standards Institute.

GS1 Ireland serves more than 3,800 organisations across all industry sectors administrating GS1 standards, facilitating supply chain development locally, providing education and support, and connecting business communities through collaborative industry initiatives and events.