Unilever and Digimarc Launch Global 2D Barcode Rollout to Enhance Retail Experience
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Unilever Partners with Digimarc for One of the Largest Global 2D Barcode Rollouts in CPG Industry
Digimarc, a global leader in digital watermarking and product digitization, has announced a landmark partnership with Unilever to deploy one of the largest implementations of GS1 Digital Link-enabled 2D barcodes in the consumer packaged goods (CPG) industry. This initiative positions Unilever at the forefront of retail innovation and regulatory readiness.
The collaboration will support Unilever’s preparation for the global retail shift expected by Sunrise 2027, when 2D barcodes become the new standard at point-of-sale systems worldwide. Additionally, it places the company ahead of the curve in complying with the European Union’s forthcoming Digital Product Passport (DPP) regulation, reinforcing Unilever’s leadership in sustainability, transparency, and consumer engagement.
“We are proud to be leading the industry in democratizing access to product information,” said Aaron Rajan, Vice President of Consumer Technology at Unilever. “Innovative solutions like Digimarc Engage ensure our brands stay ahead of technological shifts while shaping the future of retail.”
Unilever plans a multi-phase global rollout, incorporating 2D barcodes across an impressive 45,000 SKUs from its iconic brand portfolio, including Dove, Vaseline, Hellmann’s, and Knorr.
Unlike traditional barcodes, 2D barcodes offer rich, scannable data that connect consumers to detailed product information—such as nutrition facts, usage instructions, and recipes—through a simple scan on packaging. This technology not only improves product transparency but also enhances the in-store and post-purchase experience for consumers and retail partners alike.
“Unilever is setting the benchmark for the future of retail,” said Ken Sickles, Chief Product Officer at Digimarc. “Beyond streamlining point-of-sale systems, these intelligent solutions help brands engage more deeply with consumers, foster brand loyalty, and unlock transformative insights through AI-powered data.”
Digimarc’s Engage platform, built on its Illuminate technology, enables brands to embed GS1 Digital Link functionality with dynamic intelligence, creating personalized, digital connections between products and consumers. This forward-looking solution not only helps brands meet evolving regulatory standards like the EU DPP but also supports broader retail transformations such as the move toward Sunrise 2027.
About Digimarc
Digimarc Corporation (NASDAQ: DMRC) is a trailblazer in digital watermarking and product digitization. For nearly three decades, Digimarc’s technology has enabled large-scale identification and authentication of physical and digital goods. Their work includes critical projects like securing global currency in collaboration with central banks. Recognized by Fortune and Fast Company for its impact, Digimarc continues to lead innovation at the intersection of digital technology and global commerce. Learn more at Digimarc.com.
About Unilever
Unilever is a global leader in Beauty & Wellbeing, Personal Care, Home Care, Foods, and Ice Cream, with a presence in over 190 countries. Its products are used daily by 3.4 billion people, with global sales reaching €60.8 billion in 2024. With 128,000 employees, Unilever remains committed to driving responsible growth and delivering products that meet the evolving needs of consumers around the world.
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