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# 2D Coding: Redefining the role of flexible packaging
- URL: https://www.packagingeurope.com/2d-coding-redefining-the-role-of-flexible-packaging/
- Published: 2026-10-05T08:43:21.000Z
- Updated: 2026-10-05T08:53:25.000Z
- Description: In this edition of The Spotlight, Markem-Imaje examines how 2D coding is redefining the role of flexible packaging and how manufacturers can prepare for the challenges to come.
- Author: Markem-Imaje
- Tags: Spotlight, Markem-Imaje, #homepage-partners

Global supply chains have been placed under significant scrutiny in recent years. If the Covid-19 pandemic was a major catalyst in this period, continued geo-political instability has underpinned a sharp focus upon traceability and end-to-end supply chain visibility since then. But manufacturers operating flexible packaging production lines have had to adapt to numerous other changes in recent years too, developing greater capability to manage faster line speeds, shorter production runs and more SKUs. At the same time, packaging formats themselves have evolved to meet the demand for packaging which can be recycled more effectively, at scale.

For manufacturers it means that increasingly sophisticated coding technology is required. It is no longer sufficient to focus on date and batch information. Now, with supply chains under unprecedented strain, provenance, traceability and stock management have never been higher up the list of priorities. At the same time, supply chain disruption presents other challenges such as counterfeiting or black-market activity, particularly around products which must meet specific and stringent guarantees of origin.

And as supply chains become increasingly connected, more complex coding is required enabling wide ranging information and data to be accessed by all stakeholders, from manufacturers to retailers to consumers. In short, coding has evolved to become a critical manufacturing process that supports regulatory compliance, product authentication, consumer transparency and end-to-end supply chain visibility.

The reality is that packaging is now part of complex digital ecosystem and the coding technology used must be capable of meeting these challenges as well as being compatible with more circular pack formats and substrates.

**The opportunity and the challenge**

![](https://storage.ghost.io/c/61/60/61607b5b-1c0b-4249-a886-4bc4c284c107/content/images/2026/10/20219_markemimajecookie_114663.jpg)

2D dynamic codes, which connect a product and its packaging with key data, traceability systems and digital marketing initiatives present new opportunities for brands and manufacturers, driving competitiveness in a sophisticated digital ecosystem. And the GS1 Digital Link – a standards-based structure for encoding information into 2D codes – enables the identification of specific product batches, or even serialized products facilitating effective recalls when required, mitigating the loss of revenue and the impact of financial penalties and potential damage to brand reputation.

Printing these complex codes, at consistently high quality on the fastest production lines, however, is a significant challenge. It is essential that codes are sharp enough, printed at sufficiently high resolution and remain legible so that they can be scanned effectively throughout the supply chain.

The key considerations for flexible packaging manufacturers include:

- Grade A code quality: Consistently high-resolution printing is essential to ensure 2D codes remain machine-readable and compliant with ISO standards.
- Production line speed: Coding solutions must be capable of printing complex variable codes without creating a bottleneck on high-speed packaging lines.
- Substrate compatibility: As mono-material films and other lightweight flexible packaging structures are adopted more widely, coding solutions must be able to perform consistently across a greater range of substrates.
- Durability: 2D codes must be durable enough to withstand varied challenging environments, resisting abrasion as the packaging on which they are printed moves through the supply chain.
- Packaging design: The adoption of 2D codes may require brands to evaluate where these codes are printed to optimise contrast and clarity without impacting negatively on other aspects of the pack design.

**Futureproofing flexible packaging lines with Thermal Transfer Overprinting (TTO) technology**

Unlike other coding methods, TTO technology was developed specifically for printing onto flexible packaging films running on horizontal and vertical form-fill-seal equipment. TTO technology is therefore uniquely suited to today’s high-speed production environments.

The printhead transfers ink directly from a ribbon onto the packaging film delivering exceptionally sharp, high resolution and durable print with excellent resistance to smudging and abrasion. For increasingly automated supply chains this high print quality is critical. It ensures text, barcodes, GS1 Digital Link symbols and other machine-readable codes and can be scanned reliably, maximizing uptime. The wider adoption of 2D coding means that the print quality TTO solutions provide will only become more important.

**Responding to real-world regulatory requirements**

In December 2023, [Regulation (EU) 2021/2117](https://www.markem-imaje.com/blog/post/wine-labeling-regulation?ref=packagingeurope.com) came into force. Its implementation meant that all EU wine producers and suppliers were subsequently required to provide the most accurate and up-to-date ingredient and nutritional information at the point of sale. The propensity of wine to change composition over time meant that this presented a significant challenge for a business such as the Lunelli Group, a symbol of excellence in Italian drinking.

[Working in partnership with the Lunelli Group](https://www.youtube.com/watch?v=-TqM1p-BDMQ&ref=packagingeurope.com), Markem-Imaje implemented its flagship [**SmartDate®** X65](https://www.markem-imaje.com/productview/smartdate-x65?ref=packagingeurope.com) TTO coding solution in conjunction with **CoLOS®** software which was integrated with Lunelli Group’s ERP system. This enabled the Lunelli Group to capture up-to-date ingredient and nutritional data for each batch of wine on high quality, scannable QR codes. The implementation of Markem-Imaje **SmartDate®** X65 technology and proprietary software has helped the Group to guarantee regulatory compliance and manage ingredient and nutritional information more effectively with no need for manual labeling or verification.

**The packaging line of the future**

The wider adoption of 2D coding is arguably one of the most significant developments for packaging production lines in recent years. However, it remains true that the demands placed upon manufacturers through the development of new regulations, digitization and more connected supply chains, will continue to evolve. The demand for sustainability will rise in parallel with competing demands for convenience, while brands will need to devise new ways to engage with consumers in more competitive markets.

Today, 2D coding is helping to redefine the role of flexible packaging, and the coding technology deployed by manufactures has become a critical focal point within the manufacturing process.

The challenge for businesses now, therefore, is to ensure the coding solution they select is both capable and sufficiently flexible to meet the demands of a more sustainable, connected future, as well as the evolving requirements of regulators, brands and consumers. To that end, offering a combination of exceptional print quality, reliability, and the versatility to meet rapidly changing market demands, TTO solutions remain uniquely positioned to meet the challenges ahead.

**This content was sponsored by Markem-Imaje.**